Sustainability is no longer just a trend—it’s a necessity. More and more brands are taking steps toward a circular and responsible future. And rightly so, because the demand for sustainable products is growing.

The road to sustainable success is not without obstacles. Not every product is an instant hit. Sometimes it works, sometimes it doesn’t. And that’s okay—sustainability requires courage, perseverance, and a long-term vision. At Hamilton Bright, we understand that. We help brands turn sustainable choices into real results—from strategy to execution. Together, we discover what truly works.

We’re excited to share our sustainable collaboration with L’Oréal!

About L’Oréal
For over 110 years, L’Oréal has been a global leader in cosmetics, making luxurious beauty products accessible to everyone. Driven by passion, scientific expertise, and innovation, they offer a wide range of products—from makeup and (dermatological) skincare to haircare and hair coloring.

Refill Revolution
The shift toward packaging-free merchandising requires a change in consumer behavior. Not an easy task—but one full of potential.

Consumers are increasingly seeking sustainable products, but they’re not always ready to change their shopping habits. For many shoppers, sustainable choices need to be easy and accessible in order for them to make the switch. And that makes sense! At the same time, the desire for less waste and more sustainable options is growing. More and more people want to consume consciously.

Refill solutions fit this trend perfectly. Not only are they better for the environment, they’re also a smart way to stand out from the competition. More sustainable—and more cost-effective.

Why Did L’Oréal Choose Hamilton Bright?
The collaboration with L’Oréal demonstrates how Hamilton Bright makes a real difference by going beyond execution alone. Through meticulous project management, proactive advice, and thinking along in sustainable solutions, the relationship evolved into a true partnership. Not just a standard supplier, but a committed partner that adds value—from the shop floor to sustainability strategy.

L’Oréal and Hamilton Bright Drive Impact at Retail Level
L’Oréal launched the “L’Oréal For the Future” initiative—a step toward a more sustainable future. The focus? Increasing visibility for refillable products in-store and expanding the refill offering.

L’Oréal set the strategy—we took care of the execution. The result: reusable displays, strategically placed in-store. Supported by eye-catching visual communication that tells the refill story.

We don’t just encourage consumers to opt for sustainable alternatives more easily—we also involve store staff. By educating them about the “how” and “why” behind refillable products, they are empowered to advise customers effectively.

This collaboration makes refilling more accessible and more appealing—to consumers, retailers, and for the future.

Visible Results, Sustainable Value
We measured the impact of these efforts in collaboration with Hoekstra by mapping the CO₂ emissions of the logistics process in 2024. By actively reporting this kind of data, we not only help our client meet their sustainability goals—we also demonstrate transparency. And that’s becoming increasingly important.

Together with L’Oréal, we prove that sustainability and commercial success can go hand in hand—when you dare to choose smart, conscious solutions.