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Most make-up can't be recycled, despite 83% of wearers describing themselves as 'environmentally aware'.
It was time to bring in a big change, and start a new movement to end cosmetic waste. So we launched Maybelline's - and the UK's - biggest make-up recycling scheme.
As part of the Make Up, Not Make Waste sustainability initiative, 1000 recycling points were brought into stores nationwide, giving everyone the opportunity to reduce make-up landfill and change their recycling habits forever with our "Don't Fling It, #BringIt" call to action.
20" TVC
6" Social:


Print:

OOH:

MNY influencers were also recruited for some organic social content:



On the Maybelline website, a store locator points consumers to their nearest recycling station:


The campaign was heavily PRed for maximum visibility, including a feature on BBC news:

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