A Sustainability Makeover to Share Beauty with All

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Since 2007, L’Oréal has implemented a responsible packaging policy based on three pillars, known as the “three Rs”: Respect, Reduce and Replace. The L’Oréal Group uses a global, systematic eco-design process, ahead of product design, for the packaging of finished products and also for packaging used during transport. It systematically analyses the environmental profile of its packaging in order to identify opportunities for improvement.

In 2017, Serie Expert followed suit and reinvented itself to turn new page in its history with its new packaging! They used the opportunity to improve its environmental footprint, thanks to more long-lasting retail formats, more environmentally-friendly packaging and reusable dispensers. With 13% less plastic on average in its packaging, the new Série Expert makes savings of -58 tons of plastic every year. For this, the bottles have been reimagined to maximize their capacity. Now that definitely gives more meaning to sharing beauty with all.


Vitamino Color RangeAbsolute Repair Lipidium Range
Inforcer Anti-Breakage RangeProKeratin Liss Range

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