6.3 C
Monday February 6th, 2023
- publicity -

The Ellen MacArthur Foundation places L'Occitane in Provence among the most committed brands

The Ellen MacArthur Foundation has released its 2021 Progress Report on theGlobal Commitment to the New Plastics Economy which measures the progress made in the circular plastics economy by companies, governments and other signatory organizations. With convincing results and ambitious objectives, L'Occitane en Provence is one of the most committed brands in this field and assumes a leading role among companies in the cosmetics sector.

"This distinction is very valuable to us. It confirms the soundness of the strategies and actions put in place in terms of plastics management and, at the same time, encourages us to do even better"," comments David Bayard, R&D Packaging Director.

Since 2019, the Ellen MacArthur Foundation has published its Global Commitment to the New Plastics Economyreport annually. It provides a baseline that measures progress in the circular economy of plastics. Thanks to key data (such as packaging volumes or recycled content share), it brings an unprecedented level of transparency. In particular, the signatory companies are committed to eliminating "problematic" packaging and increasing the use of recycled plastics fivefold between 2019 and 2025. Similarly, the Foundation calls for more actions in terms of 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 inseparable. Also, as an international cosmetics company, it assumes the role of "cultivator of change" that guides its actions at all levels, from the design and production phase of packaging.
By signing theGlobal Commitment to the New Plastics Economy in 2019, L'Occitane en Provence must act as an act of transparency and seek to surpass itself. Thus, between 2018 and 2025, the brand aims to achieve an overall share of 40% recycled plastic in everything it produces – this proportion now reaches 21.4% – as well as a 10% reduction in the total annual weight of plastic used (regardless of the growth of its activity). The brand has also set itself an ambitious 3 x 100% target by 2025:
• 100% plastic bottles made from recycled materials
• 100% recyclable, reusable or compostable plastic packaging
• 100% of its own shops 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 around three areas of intervention.

Reduce – reduce waste and improve product life

In general, L'Occitane en Provence seeks to do without single-use and superfluous plastics. This is why it has committed to reducing the total annual weight of plastic used by 10% by 2025 or to completely eliminating cellophanes 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, it is for the NGO the most decisive axis of intervention.
L'Occitane en Provence is also reducing its waste by gradually deploying "bulk fountains" internationally since 2021, which extend the brand's commitment to combining simplicity and innovation. From five iconic products, customers select the desired refill volume (250ml or 500ml) and fill their Forever bottle with lightweight, recyclable and 100% recycled aluminum. These eco-designed fountains save 94% of plastic compared to conventional packaging.
Finally, L'Occitane also offers 25 of its bestsellers in eco-refills: packaging that represents on average 85% less plastic than a conventional bottle and saves about 200 tons of plastic each year. By 2025, 100% recyclable eco-refills will improve these results.

Recycling – towards a circular economy

In addition to its actions, the brand has been using bottles made with 100% recycled PET for its Aromachology hair care range. The 300ml and 500ml liquid soap bottles are also made from 100% recycled plastic. In the L'Occitane catalogue, 65 references are made of 100% recycled plastic.

Responding – encouraging the responsible and sustainable use of plastic

To continue thinking beyond its value chain, L'Occitane partners with the most innovative companies and organizations to fight against environmental pollution. As such, she is involved in avant-garde and committed projects such as the Plastic Odyssey expedition, SPICE or BeMed.
In June 2021, the group joined more than 150 players related to the packaging sector (companies, NGOs, experts, associations) to respond to the call forExtended Producer Responsibility (EPR)launched by the Ellen MacArthur Foundation. This initiative intends in particular to commit them to implement mandatory and paid collection systems to cover the costs and, ultimately, to ensure the sorting and recycling of packaging in a context of circular economy.

External resources

Related articles

Our latest issue

Listen to us!