Re-thinking beauty

Vibhuti Munjal, Head of Marketing Department, L’OCCITANE India, in conversation with Kanishka Ramchandani, about spreading ecoconsciousness among beauty lovers.

Sustainability in beauty is not limited to ‘clean’ beauty. Apart from clean ingredients, it also encompasses ecofriendly packaging. As customers are becoming more ecoconscious, it has become important for brands to cater to this heightened awareness. L’Occitane India has launched an initiative for recycle and reuse product bottles, and has mobilised the entire supply chain, including retail outlets and consumers, to be a part of making the beauty industry green.

This initiative is called Big Little Things, in collaboration with Saahas Zero Waste, a leading social enterprise dedicated to sustainable waste management. Vibhuti Munjal, Head of Marketing Department, L’OCCITANE India, who leads with strategic insight and creative vision to drive customer growth, engagement and sustainability, speaks about Big Little Things.

TELL US MORE ABOUT THE BIG LITTLE THINGS INITIATIVE.

Big Little Things is L’OCCITANE India’s key sustainability initiative. Customers can return their empty product bottles, including those from other brands to our stores or during collection drives. These bottles are sent to our recycling partner who process them responsibly. The goal is to reduce waste and encourage eco-friendly habits in an easy and rewarding way.

Sustainability has always been at the heart of L’OCCITANE’s philosophy. With growing concerns about plastic waste, we wanted to give customers a way to contribute to a greener planet. This initiative was created to make a real difference by taking small but meaningful steps.

We’ve introduced more recyclable packaging and refillable options for several products. We’ve also partnered with recyclers to ensure the bottles we collect are processed properly, helping reduce our environmental impact.

HOW ARE YOU QUANTIFYING THE IMPACT OF RETURNABLE BOTTLES ON THE ENVIRONMENT?

We track the number of bottles collected and recycled, which gives us a clear picture of how much waste we’ve been able to divert from landfills. It’s a simple but effective way to measure the positive change this program is making.

Is it safe to reuse the bottles?

The bottles collected are not reused directly for our products. Instead, they are recycled into new materials. This ensures there’s no compromise on the quality or safety of our products while reducing waste responsibly.

HOW ARE YOU EDUCATING THE END CONSUMER ABOUT THIS INITIATIVE?

We share details about the initiative through in-store displays, social media, and campaigns. To encourage participation, customers who return empty bottles are rewarded with products. This simple incentive helps spread awareness and increases engagement.

WHAT ARE YOUR VIEWS ON SUSTAINABILITY IN THE BEAUTY INDUSTRY?

Sustainability is no longer an option; it’s a necessity for the beauty industry. Customers today expect brands to take responsibility for the planet. While there’s progress, the industry still has a lot to achieve in reducing its overall impact on the environment.

HOW IS THE VISION FOR SUSTAINABILITY OF L’OCCITANE INDIA ALIGNED WITH THE GLOBAL BRAND?

L’OCCITANE India works closely with the global team to bring their sustainability goals to life. Initiatives like Big Little Things reflect the brand’s larger mission to reduce waste, protect nature and support ethical practices worldwide.