The beauty industry is often associated with significant waste, particularly when it comes to its supply chain. Year after year, too many materials end up in landfills, contributing to a growing environmental problem.

L’Oréal’s Vision: A Closed-Loop System
L’Oréal’s vision was to address this issue by collaborating with key partners, Momentum as the merchandiser/installer, and Willson Brown as the manufacturer to create a more sustainable approach. Together, the goal was to move from a traditional linear system to a fully closed-loop model, focusing on efficiency and sustainability from design all the way through to the end of a product’s lifecycle.

The Concept: Reusable, Not Just Recyclable
The concept? Stands that are not just recyclable, but truly reusable. This begins with design and extends to the materials chosen for manufacturing. It’s about ensuring that every part of the stand is easy to process, store, and reuse throughout its entire lifecycle.

Momentum’s Role: A Key to the System
Momentum’s role in this system was integral. Our Aftermarket facility manages parts and kits that can be used across various L’Oréal brands in any retail location. When we merchandise a stand, we leverage our regional depot network to minimise carbon emissions associated with delivery. In the past, used elements from beauty stands would have been discarded, but today they are returned to Momentum’s Aftermarket facility to be repurposed or reused. Any materials that can’t be reused are sent back to the manufacturer, where they are recycled into new stands. This creates a true closed-loop system, ensuring that waste is minimised.

The Result
A beautifully sustainable solution that ensures L’Oréal’s retail displays are not only stunning but environmentally responsible.