Case study
A coalition to introduce reuse in the cosmetics sector
Summary
A coalition of 11 brands brought together to explore and test pre-packaged formats with professional reuse in cosmetics. A two-year project, run with the operational and financial support of Citeo.
Challenge
Developing and testing the operational model for the reuse loop (reverse logistics, sorting, washing), acting together to engage retailers, partners and consumers quickly, and defining deposit-return standards for cosmetics to keep market entry simple.
Details
From analysis to field deployment.
Challenge
11 players from the cosmetics sector came together to explore the challenges of "pre-packaged with professional reuse" models, a value chain issue that calls for collective coordination.
Solution
- Framing of 5 key workstreams (defining the offer, trial locations, marketing experience, organising operations and logistics, choosing the technical solutions).
- Mobilisation of specialist expertise throughout the framing phase.
- Fortnightly working group meetings to roll out the pilot project in less than a year.
Results
Brands brought together
11
Points of sale mobilised in the pilot
+50
Packaging formats tested in washing R&D
+30
Deliverables:
- A reuse pilot project across 3 distribution channels involving nearly 50 points of sale.
- R&D packaging washing tests on more than 30 different packaging formats (glass, plastic, aluminium).
- 3 consumer studies to measure customer appetite.
- LCAs to compare the performance of reuse against single use.
FAQ
What you need to know about us.
What is Circul'R?
Circul'R is a consulting firm specializing in the circular economy. Since 2016, we have supported over 150 large companies and public entities through consulting projects, sector coalitions, training programs, and the Circul'R Club.
How does Circul'R differ from a generalist CSR consulting firm?
Unlike a generalist CSR firm, Circul'R has specialized exclusively in the circular economy since 2016. This cross-functional expertise—covering supply chains, regulations (AGEC, EPR, ESPR), and business models—allows us to turn circularity into a measurable competitive advantage, including impact reduction, resource security, compliance, and new growth drivers.
Who is Circul'R for?
Circul'R advises large private companies—including many CAC 40 and SBF 120 groups—on strategic decisions across all sectors. We also support organizations that implement public circular economy policies, such as eco-organizations, agencies, donors, and local authorities.
What services does Circul'R offer?
Circul'R offers four complementary services: bespoke consulting to structure your circular strategy, sector-specific coalitions to solve shared business challenges, training programs to build circular economy skills, and the Circul'R Club, a network for companies committed to the circular transition.
What is Circul'R's expertise regarding circular economy regulations (EPR, AGEC, CSRD)?
Circul'R guides clients through the entire French and European regulatory framework for the circular economy, including the AGEC law, EPR schemes, and CSRD, as well as recent European legislation like the PPWR, ESPR, and CRMA. We translate these obligations into operational roadmaps, turning compliance requirements into strategic advantages.
What is the process for a consulting project with Circul'R?
A project begins with a diagnostic of your circular challenges, covering areas like supply, eco-design, business models, and regulations. Circul'R then builds a prioritized, quantified roadmap and supports the operational deployment of selected actions, right through to impact measurement and continuous trajectory adjustment.
How do you measure the results of your projects?
We define tailored circularity indicators upfront—such as materials saved, reuse rates, footprint reduction, and value generated—and track their progress throughout the project to ensure concrete business and environmental results.
Do you work only in France or internationally as well?
Based in Paris, Circul'R operates primarily in France and Europe. Internationally, we support cooperation projects, including sharing French expertise on EPR (Extended Producer Responsibility) and assisting donors with their circular transition programs in emerging countries, leveraging a network of operational partners and sector experts.
How do I get started with Circul'R?
Contact the team via our website: Circul'R will analyze your challenges and propose the right solution—whether through consulting, joining a coalition, taking a training course, or becoming a Club member—to accelerate your transition to a circular economy.