Sustainability is no longer just a trend; it is a must. 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 has its hurdles. Not every product is an instant success. Sometimes it works, sometimes it doesn’t. And that’s okay. At Smollan, we understand that. We help brands make sustainable choices actually work—from strategy to execution. Together, we discover what does work. We would love to share our sustainable collaboration between the Smollan merchandising team and L’Oréal!

The L’Oréal and Smollan partnership

Together with L’Oréal, we are working on a clear challenge: implementing refill solutions on the shop floor and increasing the visibility of refillable products for consumers. The specific request from L’Oréal to Smollan Benelux was to translate the refill strategy into a retail reality, with the goal of making refillable products visible, understandable, and attractive to the consumer.

Building on our existing merchandising partnership, we have further expanded this initiative together, with the ‘L’Oréal For the Future’ program serving as a key driving force.

Refill Revolution

The shift to packaging-free merchandising requires a change in consumer behavior. This is no easy task, but it is one with great potential.

While consumers are increasingly looking for sustainable products, they are not always ready to change their shopping habits. For a large portion of shoppers, sustainable options must be easily accessible if they are to make the switch. This is only logical. At the same time, the demand for less waste and sustainable choices is growing; more and more people want to consume mindfully.

Refill solutions respond perfectly to this. It is not only better for the environment but also a smart way to differentiate yourself from the competition. More sustainable and more cost-effective.

The collaboration with L’Oréal demonstrates how Smollan Benelux makes a difference by going beyond mere execution. Thanks to a meticulous project approach, proactive advice, and a collaborative mindset regarding sustainable solutions, the relationship has evolved into a full-scale partnership. Not just a standard supplier, but a committed partner that adds value—from the shop floor to the sustainability strategy.

L’Oréal launched the “L’Oréal for the Future” initiative, a significant step toward a more sustainable future. The focus was on making refillable products more visible on the shop floor and expanding the refill range. While L’Oréal defined the strategy, we took care of the execution. The result: reusable displays, cleverly positioned at strategic locations in-store, featuring eye-catching visual communication that tells the refill story.

We don’t just ensure that consumers opt for sustainable alternatives more quickly; we also involve the store staff. By keeping them well-informed about the “how” and “why” of refillable products, they can provide customers with the best possible advice. This collaboration makes refills more accessible and attractive—for the consumer, for the store, and for the future.

We measured the impact of these actions by providing clear insights into the CO₂ emissions of the logistics execution. By actively reporting this type of data, we not only help our client meet their sustainability goals but also demonstrate transparency—something that is becoming increasingly important.

Together with L’Oréal, we prove that sustainability and commercial success go hand in hand, provided you have the courage to choose smart, conscious solutions.