top of page
Screenshot 2020-12-04 at 12.19.07.png

Most make-up can't be recycled, despite 83% of wearers describing themselves as 'environmentally aware'. 

 

It was time to bring in a big change, and start a new movement to end cosmetic waste. So we launched Maybelline's - and the UK's -  biggest make-up recycling scheme.

 

As part of the Make Up, Not Make Waste sustainability initiative, 1000 recycling points were brought into stores nationwide, giving everyone the opportunity to reduce make-up landfill and change their recycling habits forever with our "Don't Fling It, #BringIt" call to action. 

20" TVC

6" Social:

Print:

key visual.png

OOH:

OOH.png

MNY influencers were also recruited for some organic social content:

spokes3.png
spokes2.png
spokes1.png

On the Maybelline website, a store locator points consumers to their nearest recycling station:

website.png
Unknown.png

The campaign was heavily PRed for maximum visibility, including a feature on BBC news:

pr.png
bottom of page