Fragrance Coalition
Perfume bottle reuse
The coalition is running a pilot project to explore the challenges of reusing perfume bottles, from the in-store offer through to logistics.
Context
Context
The fragrance industry generates a large volume of waste from single-use bottles. Faced with environmental challenges, regulatory pressure and consumer expectations, rethinking the life cycle of this packaging has become essential.
Year 1: the "La Boucle Beauté Parfums" pilot (2024-2025)
Started in October 2024 with LVMH Fragrance Brands (Kenzo Parfum), Diptyque, Adopt, Interparfum (Rochas) and Parfums Christian Dior, alongside the retailers Beauty Success and Nocibé, the pilot was rolled out in more than 150 stores from June 2025. Consumers were invited to return their empty bottles in store in exchange for a financial incentive. Collection, sorting and transport were handled by Reversall, and washing by Niugreen, a specialist in supercritical CO2 cleaning (without water or detergent), whose facilities were validated by the brands against the sector's hygiene, aesthetic and olfactory requirements.
Ongoing work
In early 2026, the coalition moves into an analysis phase: life cycle assessments (LCA), economic modelling of the scheme and analysis of feedback from consumers and in-store teams, ahead of the publication of an exclusive final deliverable (key lessons, performance indicators, operational recommendations).
Objective
To determine the conditions for large-scale rollout of a robust reuse model for the fragrance sector, in line with the targets set by the AGEC law.
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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, it has supported over 150 large companies and public entities through consulting projects, sector-specific coalitions, training programs, and the Circul'R Club.
How does Circul'R differ from a generalist CSR consultancy?
Unlike a generalist CSR consultancy, Circul'R has specialized exclusively in the circular economy since 2016. This cross-functional expertise—covering supply chains, regulations (AGEC, REP, ESPR), and business models—allows the firm to turn circularity into a measurable competitive advantage: 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 their strategic decisions across all sectors. The firm also supports organizations implementing public circular economy policies, such as eco-organizations, agencies, funding bodies, and local authorities.