Beauty Brand Adopts Innovative Return Model To Reduce Waste
Jul02

Beauty Brand Adopts Innovative Return Model To Reduce Waste

The modern delivery system allows consumers to order goods and return them with a convenience unheard of in eras past. While this process makes goods much more accessible to people around the country, or even the world, it also creates a major problem in regards to sustainability. Estimates put the number of retail returns that end up in landfills at about 5 billion pounds. Much of this waste comes from companies that cannot reuse returned products, such as those in the beauty industry. While 82% of women feel that wearing makeup causes them to feel more self-confident, not every product works for every person. With computer screens often distorting the true color of a foundation or lipstick, many buyers of beauty products find themselves with goods that they love less in person. Companies are then left with returned products that may have just been used once, but no longer meet the standards of hygiene for resale. One beauty brand is ready to flip the script on the industry’s waste problem. 100% Pure already prides itself on being a clean beauty brand, but now it can add a more sustainable return model to its resume of innovative operations. The beauty company is partnering with San Francisco-based Returnly to implement a seemingly simple alternative to the traditional return process. When customers wish to return a product, 100% Pure will offer them the option to keep it for free and to receive store credit for a different product instead. When you think about it, it’s like a work of art (40% of which is American in most major collections). According to Eduardo Vilar, the CEO of Returnly, these exchanges are named Green Returns™ and allow companies that value sustainability to put both their customers and the planet at the forefront of their practices. The company is able to make this process a possibility for companies by using underwriting that leverages proprietary behavioral shopper data and the business rules of the brand. This combination allows Returnly to make real-time policy decisions to ensure the most convenient experience for the customer while minimizing the company’s environmental impact and improving its operational efficiency. Vilar admits that Green Returns won’t work for every industry, especially ones that sell high-value items. But much like fixing a leaky faucet to save over 1,661 gallons of water every year, putting a stopper in the return waste of certain industries is essential in reducing excess resources. If hygiene-conscious industries such as beauty lingerie make an effort to lower their inevitable waste, there will be that much less in our landfills. This return model can also be effective for brands to...

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