France-based luxury beauty and personal care products manufacturer L’Occitane en Provence has started an initiative to recycle packaging of all beauty and skin care brands in a bid to prevent plastic from ending up in landfill.

In a partnership with international recycling company TerraCycle, the L’Occitane Recycling Programme will be launched across the US, where shoppers will be encouraged to drop off their empties at several L’Occitane retail locations in return for which they will receive a 10% discount on one full-size product purchased on the same day.

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Once collected, the packaging will be sorted, separated according to its material composition, cleaned and shredded before being recycled into a new packaging.

L’Occitane and TerraCycle said they are committed to saving the planet from plastic pollution by recycling and developing sustainable alternatives to packaging.

L’Occitane North America commercial chief officer said: “From the creation of our formulas to the development of our packaging, including production and distribution, at L’Occitane we are continuously trying to limit our environmental impacts. L’Occitane North America is proud to continue our partnership with TerraCycle for an eco-recycling program at 75 of our U.S. boutiques with a goal to reach many more by the end of 2018.

“We kicked off this program with the grand reopening of our Canadian Flagship boutique at Yorkdale Shopping Centre. We now have 13 participating boutiques in Canada and soon another 16 locations will be added there. We are excited for this continuation so that our US customers are also able to get involved through recycling their empty beauty products at our participating boutiques.”

TerraCycle recently announced it has recycled about four billion items and raised over $15m for charity worldwide. CEO and founder Tom Skazy: “People who enjoy products that help them look and feel their best can now help the planet by recycling beauty and skin care packaging. Thanks to companies like L’Occitane, consumers can enjoy their favourite goods while being rewarded for doing the right thing.”