Reuse of perfume bottles: 7 major brands launch an experiment in over 150 points of sale

In October 2024, Circul'R brought together a coalition of 5 major cosmetics industry brands (Christian Dior Parfum, Kenzo Parfum, Diptyque, Adopt and Interparfum) and 2 retailers (Beauty Success and Nocibé), to explore the opportunities and challenges of implementing a reuse system for perfume bottles. After several months' work in partnership with the firm We Don't Need Roads and the eco-organization Citeo, which is funding the project and providing operational expertise, the project is moving into the experimental phase in over 150 points of sale. This initiative reflects the industry's collective determination to reduce single-use packaging, in line with the ambitions of the AGEC law, which sets a target of 7% of packaging reused by 2025, and 10% by 2027.

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PROMOTE A NEW CONSUMER EXPERIENCE 

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The re-use experiment for perfume bottles entitled "La Boucle Beauté Parfums" will be rolled out from June 30, 2025 in over 150 outlets across France. The project includes over 200 perfume references from the Christian Dior Parfum, Kenzo Parfum, Diptyque, Adopt and Interparfum brands.

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Between June 30 and October 30, customers will be able to return their empty containers in exchange for immediate financial reward. The containers will then be sorted, collected and washed for reconditioning by the brands.

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This initiative is a continuation of the work carried out by Circul'R and We Don't Need Roads, who are behind the experiment to reuse containers for skincare products, deployed at the end of 2024 in 45 outlets across France and including nearly a hundred references (skincare creams, serums, dietary supplements, shower gels, shampoos, etc.).

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OVERCOMING THE CHALLENGES INHERENT IN THE REUSE SYSTEM

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Introducing a reuse model requires a profound rethink of the supply chain, in particular reverse logistics and container washing, two essential pillars to guarantee the viability of reuse on a large scale. Since the launch of the coalition last October, intensive work led by Circul'R experts and Arnaud Lancelot (founder of Cozie and current director at We Don't Need Roads) has been helping to identify how to overcome these challenges.

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As part of the experiment, containers are transported from points of sale to sorting and washing centers using a shared transport system, thus optimizing logistics flows. Once at the sorting center, the packaging is counted, sorted and then directed towards reuse or recycling, depending on its suitability for washing. 

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At the same time, R&D tests are carried out to determine the suitability of the washing method for each type of bottle, and to check the quality of the wash in terms of physical and aesthetic properties, as well as olfactory aftertaste. The technique selected by the coalition is supercritical CO2 washing, using BR Conditionnement's Niugreen solution. Once these processes have been validated, they will be used on a larger scale after collection from points of sale.

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MEASURE ECONOMIC AND ENVIRONMENTAL BENEFITS

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The aim of this experiment is to analyze the real environmental and economic benefits of reusing perfume bottles. To this end, based on the data collected during this pilot project, life cycle analyses (LCA) will be carried out to compare, among other environmental impact criteria, CO2 emissions, water consumption and energy between single-use and reusable models. 

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At the same time, a sector-wide economic model will be carried out, with the aim of identifying the conditions for the economic performance of a large-scale reuse system. 

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Lastly, a consumer study combining quantitative and qualitative tests will be launched to understand consumer appetite, collect feedback from the outlets involved, and thus identify potential obstacles and levers to the adoption of the reuse model. 

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According to Sixtine Jourde-Roussel, Director of Coalitions at Circul'R, "It's on the strength of the lessons learned from our first experiment with skincare products that we are now launching this new pilot dedicated to perfume. This progressive approach, by product type, enables us to build solid and realistic foundations for reuse in cosmetics. Faced with the complexity of the technical and logistical challenges, it's the collective intelligence of the coalition that makes the difference: by bringing together brands, distributors and experts around a common objective, we are paving the way for a sustainable and systemic transformation of the sector."

According to Arnaud Lancelot, Director at We Don't Need Roads, "this experimental phase marks a significant step forward for a sector historically associated with high-end, complex packaging that is rarely recycled. By experimenting with the collection, washing and reuse of perfume bottles, our ambition is to validate the conditions for the model's success, in real-life conditions, before considering going to scale."

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Press contact

Sara Bonnet - sara.bonnet@circul-r.com - 06 08 68 56 83

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