The Ellen MacArthur Foundation has published its 2021 progress report on theGlobal Commitment to the New Plastics Economy which measures the progress made by signatory companies, governments and other organizations in the plastics circular economy. On the strength of its convincing results and ambitious targets, L'Occitane en Provence is one of the most committed brands in this field, assuming a leading role among companies in the cosmetics sector.
"This award means a great deal to us. It confirms the validity of our plastic management strategies and actions, and at the same time encourages us to do even better," comments David Bayard, Packaging R&D Director.
Since 2019, the Ellen MacArthur Foundation has published its annual report Global Commitment to the New Plastics Economy. It provides a benchmark for measuring progress in the plastics circular economy. Thanks to key data (such as packaging volumes or recycled content share), it provides an unprecedented level of transparency. In particular, signatory companies are committed to eliminating "problematic" packaging and increasing the use of recycled plastics fivefold between 2019 and 2025. The Foundation is also calling for more action on disposal, reuse and innovation, as well as the development of circular practices to avoid waste and pollution.
Cultivating change
L'Occitane en Provence is convinced that consumption and regeneration are inextricably linked. This is why, as an international cosmetics company, it assumes the role of "cultivator of change", guiding its actions at every level, right from the packaging design and production phase.
By signing theGlobal commitment to the new plastics economy In 2019, L'Occitane en Provence must be transparent and strive to surpass itself. Thus, between 2018 and 2025, the brand aims to achieve an overall share of 40% of recycled plastic in everything it produces - this proportion currently stands at 21.4% - as well as a 10% reduction in the total annual weight of plastic used (regardless of the growth of its business). The brand has also set itself an ambitious target 3 x 100% by 2025 :
- 100% plastic bottles from recycled materials
- 100% of recyclable, reusable or compostable plastic packaging
- 100% of its own stores offering a recycling service.
Three areas of intervention
The objectives of the Ellen MacArthur Foundation are fully in line with L'Occitane en Provence's commitment to waste reduction, whose actions are implemented in three areas.
Reduce - reduce waste and improve product lifespan
In general, L'Occitane en Provence is seeking to do away with single-use and superfluous plastics. For this reason, it has committed to reducing the total annual weight of plastic used by 10% by 2025, and to completely eliminating cellophane from its products by 2022.
Similarly, the group offers shampoos in solid form - an alternative cited as an example by the Ellen MacArthur Foundation in the first section of its report. Dedicated to the elimination of plastics, this is the NGO's most decisive area of action.
L'Occitane en Provence is also reducing waste by gradually rolling out "bulk fountains" internationally from 2021, extending the brand's commitment to combining simplicity and innovation. From among five iconic products, customers select the desired refill volume (250ml or 500ml) and fill their bottle Forever made from lightweight, recyclable 100% recycled aluminum. These eco-designed fountains save 94% of plastic compared with conventional packaging.
Finally, L'Occitane also offers 25 of its own bestsellers eco-refills: packaging that uses on average 85% less plastic than a conventional bottle, saving around 200 tonnes of plastic every year. By 2025, 100% recyclable ecorecharges will improve these results.
Recycling - towards a circular economy
In addition to these actions, the brand has been using bottles made from 100% recycled PET for 10 years for its Aromachologie hair care range. The 300ml and 500ml liquid soap bottles are also made from 100% recycled plastic. In the L'Occitane catalog, 65 references are made from 100% recycled plastic.
Reacting - encouraging the responsible and sustainable use of plastics
L'Occitane's commitment to the environment extends beyond its own value chain, by joining forces with the most innovative companies and organizations in the fight against environmental pollution. To this end, it is involved in avant-garde and committed projects such as the Plastic Odyssey expedition, SPICE and BeMed.
In June 2021, the Group joined more than 150 players linked to the packaging sector (companies, NGOs, experts, associations) in responding to the call for producer responsibility (EPR - Extended Producer Responsibility) launched by the Ellen MacArthur Foundation. In particular, this initiative aims to commit them to implementing mandatory, fee-based collection systems to cover costs and, in fine, sort and recycle packaging in a circular economy.
