The challenges of refills Volunteer for reusing perfume bottles with Coalition Réemploi Parfum Learn more In 2024 the House volunteered to support the Coalition Réemploi Parfum, formed with support from Citeo, Circul’R and We Don’t Need Roads. This ground-breaking initiative aims to test the environmental and economic feasibility of a model for reusing perfume bottles, with a view to shaking up consumer practices. Learn more Designing a refill involves three major requirements. First, it must reduce the environmental impact by limiting materials and carbon footprint. Second, it must offer a simple, intuitive and ergonomic user experience. Finally, it must be embraced by its audiences: to be truly virtuous, the refill must account for a significant share of sales. The example of Prestige illustrates this perfectly: weighing only 6% of the full product, its refills already represent more than 40% of units sold. This shows how the challenge goes beyond technical considerations. Embedding the refill in everyday use means turning it into a cultural reflex, supported by education, design, ease of use and enhanced visibility. It thus meets two major challenges: Reducing packaging waste (especially single-use packaging). Addressing consumer expectations and aligning with the anti-waste for a circular economy (AGEC) French law, which sets a target for packaging re-use of 7% by 2025 and 10% by 2027. With 70% co-funding from Citeo, this pilot project brings together two Houses of the LVMH Group, independent luxury brands and retailers such as Nocibé and Beauty Success, representing nearly 200 points of sale in all. The «La Boucle Beauté Parfums» (Perfume Beauty Loop) experiment launched on 30 June 2025 in over 190 points of sale across France, and feedback and insights will be shared and consolidated in 2026.