L’Oréal Israel launched a first-of-its-kind local campaign on Tuesday to promote refillable beauty products, marking International Refill Day on June 16 with discounts, retail partnerships, and pop-up complexes in Tel Aviv and Haifa.
The campaign, held with Super-Pharm, is part of L’Oréal’s global “Join the Refill Movement” initiative and aims to encourage Israeli consumers to reduce packaging waste while saving money on beauty products.
Savings drive refill interest
A Kantar Israel survey commissioned by L’Oréal Israel found that 63% of Israelis would switch to refillable packaging to save money, while 34% cited environmental considerations as their main motivation.
The survey, conducted among a representative sample of 800 Israeli men and women, found that consumers expect an average discount of about 20% on refillable products compared with standard packaging.
Women showed higher awareness of refill options, at 40%, but more than 80% had not yet tried them, according to the survey. Generation Y consumers, aged 30 to 44, were identified as the most active and ready to purchase refillable products.
Campaign includes online sales and pop-ups
L’Oréal Israel said the campaign will include online promotions through Super-Pharm, the Lancôme website, and other selected retail sites from June 16 for one week.
The discounts will apply to refillable products from L’Oréal Group brands across several categories, including luxury skincare and fragrances, dermo-cosmetics, and professional haircare. Participating brands include Prada, Yves Saint Laurent, Lancôme, Mugler, Kiehl’s, Vichy, La Roche-Posay, CeraVe, Kérastase, and L’Oréal Professionnel.
Pop-up complexes will operate at Super-Pharm in Ofer Ramat Aviv Mall from June 16 to 18 and at Hamashbir in Ofer Grand Mall in Haifa from June 21 to 23. The complexes will showcase refill solutions for skincare and fragrance products and allow visitors to try refillable perfumes.
Beauty and sustainability
The campaign comes as refillable packaging gains visibility in Israel’s beauty market. The Jerusalem Post reported earlier this year that refillable options in fragrance, skincare, and haircare are becoming more available in selected Israeli stores.
The Post has also reported on broader circular-economy and recycling challenges in Israel, including how Israel can accelerate circular-economy models, the carbon footprint of Israel’s plastics industry, and Israeli household recycling and refillable-container habits.
“International Refill Day is an opportunity for us to show that sustainability and financial savings go hand in hand,” said Ariella Yaari, VP of corporate communications and sustainability at L’Oréal Israel.
“Our goal is to turn refilling from a niche habit into standard, routine consumer behavior,” Yaari said.