L'Oréal Paris: Join the Refill Movement, 1

L’Oréal, the global leader in beauty, unveils its first worldwide multi-brand, multi-category campaign: “Join the Refill Movement”, created with BETC Corporate. Launched on World Refill Day (June 16th), the campaign unites iconic brands including Yves Saint Laurent, Prada, Lancôme, La Roche-Posay, Kérastase, L’Oréal Professionnel and L’Oréal Paristo promote refillable beauty as a desirable beauty ritual. As a pioneer in refillable beauty – including fragrance, makeup, skincare, and haircare – L’Oréal and its brands are calling everyone to join the movement and have together a positive impact. The campaign delivers a bold message through a visually militant and stylish aesthetic. Each key visual features a raised hand – adorned with nail art, bold jewelry, tailored pieces, and holding a refillable product – evoking both pride and protest. Captured by the photography duo Studios Mimi and brought to life in film by director Paul de Chassy, the campaign’s look is a modern visual manifesto.