Sociolla, retailer kecantikan omnichannel dari Indonesia, telah bekerja sama dengan merek ternama asal Korea Selatan, INNISFREE, meluncurkan inisiatif ramah lingkungan bernama “Waste Down Beauty Up.”
Bagi Sociolla, konservasi bukan sekedar slogan atau kampanye sementara. Merek ini sangat menyadari bahwa masa depan yang berkelanjutan memerlukan komitmen yang konsisten.
Seperti yang diungkapkan Chrisanti Indiana, CMO dan salah satu pendiri Social Bella, inisiatif ini dirancang untuk melestarikan prinsip keberlanjutan, terutama mengingat pasar produk kecantikan yang sedang berkembang di Indonesia.
Daripada sekadar mendorong penjualan, kolaborasi ini bertujuan untuk menumbuhkan komunitas kecantikan yang terdidik.
Selama tiga bulan ke depan, kedua merek tersebut berkomitmen untuk mengedukasi para pecinta kecantikan agar cerdas dalam memilih produk.
Baca: Kebangkitan Fashion Ramah Lingkungan di Indonesia
Pakar kecantikan Sociolla, Claudia Christin, memang tepat menekankan pentingnya memahami jenis kulit seseorang.
Pengetahuan ini sangat penting tidak hanya untuk mencapai hasil kecantikan yang diinginkan namun juga untuk mengekang pembelian impulsif, yang seringkali berujung pada pemborosan.
Claudia membayangkan sebuah dunia di mana individu memahami simbiosis antara daya tarik eksternal dan kesejahteraan Bumi, dengan menyatakan,
“Semoga, bersama-sama kita tidak hanya peduli pada keindahan luar tetapi juga menjaga keindahan bumi.”
Percepatan ekspansi sektor kecantikan di Indonesia bukannya tanpa dampak buruk terhadap lingkungan.
Menyadari limbah kecantikan yang semakin meningkat, Manajer Pemasaran INNISFREE untuk Indonesia, Jihan Rizkia, mengungkapkan kebanggaan mereknya untuk bergabung dalam inisiatif “Waste Down Beauty Up”.
Usaha patungan ini berfungsi sebagai solusi simbolis untuk mengatasi dan memitigasi limbah kecantikan secara efektif.
Baca juga: Sorotan Gaya Sustainable: Permata Fashion Bali
Dalam upaya untuk mendorong partisipasi, mulai 1 Agustus hingga 31 Oktober 2023, Sociolla dan INNISFREE menawarkan penawaran menarik kepada konsumen.
Untuk setiap kemasan kosong INNISFREE yang dikembalikan ke gerai Sociolla, pelanggan akan mendapatkan 20 poin SOCO, yang merupakan hadiah dua kali lipat poin untuk merek lain.
Mekanisme penghargaan ini bukan hanya soal poin tetapi tentang menanamkan kebiasaan mendaur ulang pada konsumen.
Bahkan sebelum INNISFREE terlibat, inisiatif Waste Down Beauty Up dari Sociolla, sejak dimulai pada Maret 2022, telah memberikan dampak yang nyata.
Pada Juni 2023, mereka mengumpulkan 1,6 juta paket produk kecantikan, berjumlah 66 ton, dengan keterlibatan lebih dari 50 ribu peserta yang sadar lingkungan.
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