Case study
Communicating on your circular commitments and initiatives
Summary
We supported the CSR team of an international cosmetics leader in analysing circular economy communication practices, in order to draw actionable recommendations from them.
Challenge
Identify the best and worst communication practices on the circular economy so the brand can commit to narratives that are relevant, credible and compliant with regulation.
Details
From analysis to field deployment.
Challenge
The CSR team of an international leader in the cosmetics industry wants to observe and define the best and worst communication practices on the circular economy.
Its objectives include:
- Understanding how B2C companies communicate on their circular commitments and initiatives, according to their positioning (large corporates, SMEs, mid-caps, indie brands, etc.)
- Sharing examples of good and bad practice in communicating on the circular economy.
- Giving the Circular Economy taskforce the tools to start thinking and acting so as to communicate in a relevant, compliant and committed way.
Solution
To deliver this assignment, a benchmark of circular narratives across several sectors was carried out, together with a set of recommendations:
- Analysis of communications (strategy, commitments, initiatives) across the different communication channels of selected sectors.
- A study of the points to watch in order to avoid greenwashing.
- Drawing on Circul'R's knowledge and ecosystem.
- Recommendations for relevant, high-impact communication on the circular economy.
Results
Communication campaigns assessed
30
Communication channels analysed
4
Mistakes and good practices identified
4
Deliverables:
- A benchmark of 30 communication campaigns assessed across 25 players.
- Analysis of 4 communication channels (packaging, website, corporate communication, strategy, media).
- Identification of 4 mistakes and 4 good practices for effective communication on the circular economy.
- 20 sub-categories detailing the mistakes and good practices in circularity narratives.
Experts
Circul’R project sponsor and manager
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.