Kiehl's launched the "Don't Rebuy. Just Refill" campaign as a call to action to beauty lovers in diminishing single-use plastic consumption.

To kick off this environmental movement, the brand posted an advertisement film led by the stop-motion director Mark Waring. The setting is set in Mt. Everest where animated bottles thrown away sing to a parody of the hit track, "I Will Survive." 

The reinterpreted song delivers the message that plastics can be reused forever rather than living as waste for hundreds of years if refillable product formats are available. 

Regarding why it highlighted the highest mountain, Kiehl's returned to its ties with Everest in 1988, wherein it equipped climbers during the first ascent expedition with its products to protect their skin from the mountain's harsh condition. 

Meanwhile, this new campaign listed selected face, body, and hair products, wherein refill sizes can opt to transfer to its existing, regular containers. 

Some fan-favorites included are; Ultra Facial Oil-Free Refillable Moisturizer, Creme de Corps Refillable Body Lotion with Cocoa Butter, Amino Acid Refillable Shampoo, and more. Recently, the campaign also added the Ultra Facial Cream to the collection. 

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The products in refillable pouches have prices ranging from $54 to $85, and each pouch can fill its regular jar three times, recording 61% less plastic.

According to Kiehl's since 1951 website, "We believe that using refillable skincare is a conscious choice that aligns with sustainable practices and contributes to a greener future."

"It allows you to enjoy your favorite products while minimizing waste and supporting the environment," added the brand. 

The brand will continue its commitment to eventually eliminate plastic waste by hinting at 100% reusable, refillable, and recyclable products by 2030. 

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