Shoppers Drug Mart is introducing new products and more sustainable packaging to its private label cosmetics line in response to rising demand for more mindful beauty options.
More than 40 new Quo Beauty products are launching that have been specifically developed to reduce the amount of plastic sent to landfill, while existing favourites in the line have had their packaging revisited to the same end.
“Customers are looking for products that are cruelty-free, sustainably sourced, and reusable or that include recyclable packaging when making purchasing decisions,” explains Kelly Jessop, senior vice president for merchandising at the retailer. “When developing Quo Beauty products, we have sustainability top of mind, and we’re always thinking of ways to evolve our product offering.”
Among the new products are lipsticks and accessories and the whole line is also vegan and cruelty-free.
“There is no denying that we have a plastics problem here in Canada and that very much is at the core of why we are launching more Quo Beauty products with sustainability as a key pillar,” Jessop explains. “We know the beauty industry contributes to the plastics problem and we’re leading the way with implementing solutions.”
Quo Beauty is following the “Golden Design Rules” – guidance laid out for Canadian companies to adjust their packaging designs and lean in to the circular economy for plastics in packaging – and says it is making headway toward having all of its packaging be recyclable or reusable by 2025.
“There are many steps on this journey, but we’re happy with the progress we’re making,” says Jessop. “And the progress we’re making relates to so many different categories of products, including cosmetics, hair accessories, makeup brushes, jewelry, and the list goes on.”
The line will be brought to life in-store through dedicated merchandising, including a feature in the Quo Beauty installation, she adds. Along with in-store, the brand is “meeting customers where they are consuming their media” with a campaign on social, digital OOH and through Shoppers’ owned channels.
Influencer support and OLV on YouTube round out the effort. The agencies involved in the rollout are Concrete for design, Loblaw Media and Lex PR.
