The Body Shop introduces their first In-Store Refill Stations - MARKETING Magazine Asia


The Body Shop introduces their first In-Store Refill Stations

the body shop easy refill

The Body Shop wants refills to become mainstream. So, as of October 2021, The Body Shop Malaysia has launched its first ever refill station, exclusively at their Suria KLCC store.

This is their bid to help more people opt out of packaging, eliminating waste before products even reach the bathroom shelf. They want refills to be easy, convenient and accessible to everyone, which is why this is simply their first step in a long-term plan to roll out refill stations in the majority of their major stores.

The brand has always believed in something revolutionary. In fact, The Body Shop’s refill service was first developed out of practical necessity, 45 years ago.

When Anita Roddick opened her first store in Brighton in 1976, she refilled her customers’ bottles because she simply could not afford new ones. Growing up during the war and spending a lot of time in her mum’s kitchen, it seemed natural to Anita to re-use, refill and recycle.

45 years since the first bottle was refilled, The Body Shop is bringing back refills to everyone, making the most sustainable choice irresistible. Together, each of our small acts can make a big difference.

You see, the beauty industry is in urgent need of a makeover. Every year, the sector generates billions of pieces of packaging, most of which is plastic that ends up in landfill or in our oceans.

And while more and more of us are trying hard to reduce our impact on the planet, we can’t do it without brave, transformative acts from the businesses we love. That’s where The Body Shop comes in.

the body shop anita roddick

Join The Refill Revolution

Just pick up your refillable aluminium bottle of 300ml at the Suria KLCC store and ask the friendly beauty advisors to assist you.

Available for refill is 4 of the brand’s best-loved shower creams (British Rose, Moringa, Strawberry and Almond Milk & Honey) or 2 of their most popular shampoos (Ginger and Shea), for you to make your choice. Once you’re finished with it, give it a rinse, bring it back and refill it. It really is that simple!

By making the simple switch to refills, together we could save over 25 tons of plastic every year!*

Every individual plays a crucial role in driving this change because every bottle counts!

By switching to refill you could prevent up to 32 plastic bottles from going to waste each year,** and help prevent up to 2200g of CO2 from entering the atmosphere.**

And it’s not just better for the planet; it’s better for your wallet too. By switching to refills, you could save around RM448 every year! **

Let’s Roll Up Our Sleeves And Let’s Get To Work. There’s No Time To Waste

The Body Shop has put the power for change into your hands. Are you ready to be a part of their revolution? Are you ready to roll up your sleeves and be the change you want to see?

By creating this new refill system, The Body Shop isn’t just putting aluminium bottles in your hands, but the responsibility to really do some good.

Now’s your time to shine and to bring about positive change. Now’s your time to join the revolution.

Rethinking Plastic

The Body Shop is committed to being the most sustainable business it can be. As a B Corp™, it lives the highest social and environmental standards for people and the planet.

While the brand moves towards its long-term goals for creating zero waste packaging, it’s constantly making sure more and more of its packaging is made from plant based and recycled materials, sourced in a way that drives positive social change.

In 2019, the brand launched its Community Fair Trade partnership with Plastics for Change to help tackle the plastics crisis differently.

By sourcing Community Fair Trade recycled plastic from Bengaluru, India, the brand helps empower the marginalized waste pickers who work tirelessly to clean up their city’s streets.

As well as preventing waste from ending up in landfills, the partnership provides workers with a fair price, access to more sanitary working conditions, and the respect and recognition they deserve.

But it doesn’t stop there. To drive positive change, The Body Shop wants to inspire and empower individuals all over the world to change the way they consume beauty products.

They want to call out to eco-activists to join their refill revolution by making refills part of their new, more sustainable beauty lifestyle.

*Calculation is based on 12 months’ forecasted sales (for the period from October 2021 to October 2022) of refillable products being repurchased in refillable instead of non-refillable 250ml variants.
**Calculation assumes customer switching from The Body Shop 250ml non-refillable plastic bottle variants to the refill variant on 2 formats (Shampoo, & Shower Cream) Then purchasing each of these 8 times per year, which equates to refilling 32 times in a year.

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APPIES Asia Pacific 2022 is happening in Malaysia!

Submissions Deadline: 15 November 2021

Announcement of Finalists: 29 December 2021

Judging & Presentations: 25 & 26 January 2022

Winners Announcement: 22 February 2022

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Download the entry kit here.

Submit your entry here.

APPIES Asia Pacific is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.


 


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