The Beiersdorf brand Nivea and the drugstore chain dm have launched a new pilot project. They are providing refill stations for the “Nivea Creme Soft” and “Nivea Creme Sensitive” care showers in three dm stores. The test run is initially limited to a period of six to eight months.
Gather experience and find out which solutions are sensible and practicable for the recycling economy: This is what the partners Beiersdorf and dm are all about in the joint test run of refill stations for selected care showers. They can be viewed and tried out in dm stores in Hamburg’s Hoheluftchaussee and Eppendorfer Landstrasse, as well as in the dm store in Schöllbronner Strasse in Karlsruhe and in Nivea stores. “Everyone is on board with our initiative – us as producers, dm as retailers, and most importantly: our consumers,” emphasizes Iain Holding, General Manager for Germany and Switzerland at Beiersdorf.
Testing quality and hygiene standards
“By testing a refill station, we want to make our contribution to creating an awareness of reuse and recycling,” says Sebastian Bayer, as Managing Director at dm responsible for Marketing + Procurement. Depending on how customers accept the offer, further steps will be taken. The dm customers can refill empty bottles of Nivea care showers up to three times.
After the third filling, they will be asked to replace the bottles during the test phase. They are then checked for quality and hygiene standards. In return, they receive a new bottle and a free refill free of charge. “With Nivea, we want to promote reusability and further increase consumer acceptance of sustainable consumption with innovative packaging alternatives,” says Holding.