Reveal Marketing Research and L’Oréal Romania study: 61% of the Romanians who are used to recycling in general, do not recycle cosmetic packaging
- 69% of those who are not interested in recycling cosmetics say they do not have information about this type of recycling
- those who are not interested in recycling cosmetics motivate that they do not have information about this type of recycling
- 55% of all respondents have not recycled cosmetic packaging so far
- 52% of Romanians would recycle cosmetic containers more often if there were more information campaigns about what happens to these packages
Almost two years have passed since separate waste collection has become a mandatory practice in Romania. Moreover, Romania currently has over 12,000 separate collection points, according to the national Recycling Map platform. However, 61% of Romanians who are used to recycling in general, do not recycle cosmetics packaging, while 69% of those who are not interested in recycling cosmetics say they do not have information about this type of recycling, shows the most recent Reveal Marketing Research study conducted for L’Oréal Romania.
In this context, L’Oréal Romania comes to the aid of consumers with an information and education platform regarding the packaging of cosmetic products – loreal.ro/reciclarecosmetice – in order to increase the degree to which they are sorted correctly and recycled. According to the study, 52% of Romanians said they would recycle cosmetics containers more often if there were more information campaigns dedicated to this topic, while 73% of respondents confirmed that they find it useful or very useful for brands to promote cosmetics packaging recycling programs.
Reveal Marketing Research has launched a national investigation among more than 1,000 respondents on topics related to the recycling of cosmetic containers, once their contents have been consumed.
What consumers say
Of the Romanians who say they generally recycle, only 39% recycle cosmetics packaging, while 93% recycle PET, paper and cardboard (73%), glass (71%), aluminum cans (61%), equipment electrical and household appliances (55%) and Tetra Pak (38%). Those who recycle to the smallest extent are the only millennials, and the young professionals are the ones who recycle to the greatest extent.
According to the study, Romanians who recycle cosmetic containers usually recycle 82% of plastic bottles, cardboard packaging (74%), glass containers (70%), aluminum sprays (65%), roll on deodorants (57%), plastic samples (54%), make-up products and nail polishes (35%).
Regarding Romanians’ perception of the usefulness of recycling, 74% of respondents consider recycling useful, and 73% believe that cosmetics packaging recycling programs are also useful or very useful.
Obstacles and solutions for recycling
93% of the respondents who do not recycle cosmetic containers said they would be interested in recycling such packaging, but 69% do not have information refernce such a collection program. At the same time, 47% of them stated that they do not have recycling points in the vicinity of their homes, 8% reuse or keep the containers, and 3% say that they either find it difficult to sort them or are not interested in subject, or have another reason why they do not recycle cosmetic packaging.
According to the study, 72% of respondents to this research would be motivated to recycle cosmetic containers more often if there were more collection points near their homes, and 52% if there were more information campaigns about what happens to cosmetic packaging. At the same time, 47% would recycle more often if they were sure that the collected packaging would not end up in the landfill, 28% if they knew in which containers to throw it, and 26% would feel motivated if recycling had and a direct social purpose.
About L’Oréal România
L’Oréal Romania, part of the L’Oréal group, which has been dedicated to beauty for over 105 years, has a 24-year history of the local market. With its unique portfolio of 20 diverse and complementary international brands, L’Oréal Romania is one of the leaders in the local cosmetics market, present in all distribution channels: mass market, shops, pharmacies and drugstores, salons, travel retail and branded retail.
About Reveal Marketing Research
Reveal Marketing Research is a full-service market research company, specialized in marketing research, sociological studies, customer insight, business strategy, market development. With expertise in over 20 industries, Reveal Marketing Research believes that market research is the basis for the right decisions and brand positioning. Qualitative and quantitative solutions have been helping companies in Romania and Europe for 13 years.
Methodology: 1003 CAWI interviews (online collection), nationally representative urban + rural sample, 18+, online users. The data collection period is 06.10 – 15.10.2021.