In this exclusive interview, Georgie Coppin, Global Head of Marketing – Gifting & Sustainable Innovation at The Body Shop, unveils the brand’s groundbreaking strides in sustainable beauty practices. With a focus on in-store refills for shampoos, shower gels, and makeup across numerous countries, The Body Shop emerges as a leader in eco-friendly initiatives. This conversation, conducted during European Week for Waste Reduction, delves into the demand for sustainable solutions, global initiatives, and the future landscape of the beauty industry.
Q: Is the refill concept in demand after two years?
Georgie Coppin (GC): Absolutely. As ethical beauty leaders, our customers anticipate innovative, sustainable solutions. The demand for brands aiding in sustainable living is evident, and our refill stations meet this demand. We’re witnessing a consistent demand; 29.5% of customers have returned for refills since launch, surpassing repeat purchase rates for plastic bottles (24.3%). Responding to customer requests, we expanded our refill offering to include makeup, introducing refillable lipstick and foundation powder.
Q: Is the refill concept available globally?
GC: Acknowledging our responsibility to the planet, we continue to expand. While refill stations are integral to our circular economy mission, we’re actively working to do more. Currently, half of our plastic packaging is sourced from pre-existing plastic waste, including a partnership with Plastics For Change in India. The Body Shop’s global presence ensures our commitment to sustainability spans over 80 countries.
Q: Is the ecological transition in the beauty sector a global movement?
GC: Absolutely. As a global business advocating for a fairer and more beautiful world, we leverage our influence to drive widespread change. The beauty industry’s impact on the climate crisis necessitates collective action. At The Body Shop, we blend sustainability initiatives with activism campaigns and global partnerships, exemplified by «Be Seen Be Heard» in collaboration with the United Nations, empowering young voices in climate action.
Q: Why isn’t the move towards eco-friendly solutions faster?
GC: Convenience is pivotal. Our survey unveiled that customers hesitated to switch to refills due to convenience. To surmount this challenge, we aim to integrate refilling into daily habits, planning to have a refill station in all eligible stores globally by the end of 2024. Customers seek a seamless beauty experience without compromising the planet. Education on the benefits of refills is crucial to drive this transition.
Q: Can inflation impede ecological transition efforts?
GC: Inflation presents challenges, but our purpose – fighting for a fairer world – guides us. Consumers engaged in our refill scheme save money. Despite potential inflation challenges, we strive to make refilling financially appealing. Customers pay the same price as our standard 250ml plastic bottle but receive an extra 50ml of product for free with each refill.
Q: Is the zero-waste bathroom a utopia or the future of beauty?
GC: While refills and packaging solutions are steps in the right direction, achieving zero waste requires collaboration. Businesses, governments, and consumers must align on this shared goal. It’s not a utopia; it’s an attainable future when all stakeholders work together for a more sustainable beauty industry. Explore The Body Shop’s sustainable beauty revolution, setting the stage for a greener and brighter future.
