In 2020, the brand of care products dedicated to toddlers decided to launch a first phase of experimentation by proposing that consumers buy a returnable glass bottle and fill it in pharmacies. A year later, the project has expanded. This was an opportunity for Mustela to talk to the press and to take stock of this transition to bulk sales.
A year ago, the Expanscience Group brand tested the concept of refillable distribution in two pilot pharmacies, one in Paris, the other in Mûrs-Érigné. This choice is explained by a desire to better network consumer habits and not centralize everything in Paris. Two references were available: the Gentle Washing Gel and the Certified Organic Washing Gel.
In addition to these first live tests, Mustela teams continued to work internally to see if the refill system was a good idea. “Our goal was to measure precisely if this new distribution system had a real environmental interest compared to the disposable offer,” comments the brand.
Life cycle analysis
Before deploying this offer on a larger scale, Mustela relied on the expertise of the Mu Cooperative, an agency specialized in eco-design. The life cycle analysis was conducted according to a methodology that complies with the ISO 14140 standard.
“We collected all the data on the product, its life cycle, the origin of the raw materials and their production conditions, manufacturing, transport, use by the final consumer, and recycling,” says the brand. “All the information was then processed using software that allowed us to model the impact on the environment and on humans and …
