L'Or?al Korea Lux Division Expands 'Gongbyeong Recycling Campaign'

L'Or?al Korea's Luxe Division announced on the 28th that it will expand the 'Empty Bottle Recycling Campaign' to 8 brands to promote resource recycling and activate a resource circulation culture.

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The brands participating in the campaign include the already ongoing Kiehl's and Biotherm, with Lanc?me, Yves Saint Laurent Beauty, Armani Beauty, Atelier Cologne, Helena Rubinstein, and Valentino Beauty added.

Each brand offers benefits such as stamps, mileage accumulation, or sample giveaways to customers who bring used cosmetic bottles to department store stores through the campaign.

The collected cosmetic bottles will be recycled or upcycled through TerraCycle, a global recycling innovation company. Last year, in collaboration with Shinsegae Department Store Gangnam Branch and TerraCycle, an 'Upcycling Bench Donation Project' was carried out, producing upcycled benches from cosmetic bottles and installing them as citizen resting spaces in front of Shinsegae Department Store Gangnam Branch. In the case of Kiehl's, stools were made from cosmetic bottles and donated to children's hospitals, and an 'Resource Circulation Concept Store' was opened at Shinsegae Department Store Gangnam Branch using upcycled bricks and tables.

Ed Holmes, Head of L'Or?al Korea Luxe Division, said, “The L'Or?al Group is making various efforts to realize a sustainable circular economy, and through the empty bottle recycling campaign with customers, we aim to raise awareness about recycling. We are very pleased to expand our partnership with TerraCycle, which recycles even bottles that are difficult to recycle, and we will strive even more to activate a resource circulation culture.”

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