The Fragrances market worldwide is projected to generate a revenue of US$59.87bn in 2024 [1], with Brazil ranking second, just behind the United States. In this vast market, which moves billions of units annually, the issue of post-consumer packaging weighs heavily. With brand owners increasingly prioritizing sustainability, we observe a rising trend in in-store refilling initiatives, not only for perfumes but also for personal care products, such as liquid soaps and lotions. Thierry Mugler stands out as a pioneer in in-store perfume refilling, introducing the service as early as 1992 [2].
Despite the regulatory restrictions from the Brazilian Health Regulatory Agency (Anvisa) prohibiting the refill of cosmetic products in Brazilian stores, looking to the future, Grupo Boticário, one of the largest cosmetics companies in Latin America, has embarked on a fragrance refill project. The challenge was to find a technology enabling perfume bottle refilling without removing the snap-on pump. Alongside a global survey of existing technologies, and a creative challenge launched for designers and engineers, the best solutions underwent qualitative research for consumer evaluation, involving 83 individuals aged 18 to 64. Feedback revealed that over 80% of respondents expressed willingness to purchase refilled perfume in-store, provided it was priced up to 30% lower than the regular packaged perfume.
Building upon the qualitative research findings, Grupo Boticário is spearheading a revolution in perfume purchasing, with a pilot project with a pioneer solution in Latin America. Until May 2024, it is possible to purchase the Floratta Blue fragrance in bulk at Barra Shopping, in Rio de Janeiro. This initiative not only slashes costs but also contributes to reducing our socio-environmental footprint. The ESG (Environmental, Social, and Governance) agenda is ingrained in Grupo Boticário’s DNA, evident from product development to reverse logistics aimed at recycling packaging.
The process is simple: consumers bring an empty glass packaging from any Grupo Boticário perfume brand and leave with a freshly filled bottle on the spot! With the cost savings from this system, consumers enjoy a 20% financial advantage over the original 75ml product price. Additionally, a smaller 50ml size is available. Packaging collected onsite undergoes shredding by recycling cooperatives, later repurposed by Grupo Boticário within the Boti Recicla reverse logistics program, used for everything from furniture to sustainable store construction.
This pilot serves as a barometer for evaluating Brazilian consumer response to sustainable options in perfumery, empowering Grupo Boticário to make informed decisions for the future.