The company said it pioneered the first-of-its-kind perfume bottle recycling and reuse initiative in 2018, and rolled out new and improved recycling units in 2023 across all of its 209 UK stores.

It has now “upgraded and improved all units which are now wooden models that are sturdier and have another section included for customers to place their used fragrance blotters in”.

In 2023, over 8,611 bottles had been recycled compared to 5,152 in 2022 with a 67% increase so far this year. Thus far 3,908 bottles have been recycled in 2024.

The company said it’s committed to continuously educating and informing customers on how to recycle their perfume bottles correctly.

It said there’s a major issue because consumers can be confused on how to dispose of their glass bottles correctly. But it added that it will “dispose of your bottle in the most environmentally friendly way possible by ensuring that no residual amounts of the scent they once held make their way into the environment vs if left in landfills”.

And for every bottle recycled, the retailer will make a donation to veritree to plant a tree. Almost 35,000 trees have been plated so far in its partnership with Veritree, as well as hundreds of thousands more with previous tree-planting partners.

The retailer is additionally offering discounts of up to 15% off new products for those recycling their bottles.

Courtesy : fashionnetwork.com