Solution: We focused on giving the customer a feeling of empowerment, adding a ‘purpose’ to how they shop for their everyday beauty routine and how it can make a difference. We kept a friendly but informative tone of that “clean-beauty-guru best friend who gives the best advice” to make it accessible and remove any pretension. We added a sticker to PDP pages so the customer immediately recognized recyclable or refillable items, as well as added Learn More cta’s to cycle back to the program homepage for more details. We then piggybacked the program launch to that of Beauty Week sales for an added social boost.

I also conceptualized Re/Purpose as a future umbrella/micro brand for expansion into different recycling sectors as the retail sphere moves further into sustainability. This leaves future opportunities open to compete with such furniture recycling programs as Ikea or even fabric recycling programs like Levi’s.

Result: Opened future opportunities for sustainability branding, and gained a foothold in the conscious beauty space. Saw a rise in sales of recycled beauty items, and increased foot traffic to stores with recycling bins.