Scrapp collaborated with the global beauty retailer, Avon, to enhance the sustainability efforts of their product lines. Beauty and cosmetics packaging is notoriously difficult to communicate the correct disposal of because it of the size and materials used in the products, as well as how the local rules vary. This initiative was driven by the need to educate both customers and representatives on proper waste disposal of Avon's products, while reducing the environmental impact of the discarded packaging. By making individuals aware of what end-market disposal options are available to the individual, we can make sustainable decision-making as easy as possible.
Challenge
Avon wanted to provide clear, accessible instructions on disposing of their product packaging. This required an innovative solution that could scale across the UK and simplify the complexity of waste disposal for end customers and representatives. To begin with, Avon's Top 100 best sellers were identified in a localized, initial phase of the roll-out over a 3-month period in 2024.
Our Approach
Scrapp’s mobile app became the core solution, enabling customers to scan product barcodes or search for the item for detailed recycling information. We took an education-first approach, ensuring a user-friendly and engaging experience that provided individuals with the right data in less than on 1 second. Through Scrapp's our own research we discovered the convenience is key for consumer recycling. Instant, accurate information enables that.
Outcome
The initial phase produced impressive results:
- 523 components disposed correctly
- 2.54 kg avoided from landfill
- 4.1 estimated carbon emission saving
- 10+ touch points on marketing posts during the initial phase
- Scrapp's data management feature is estimated to save 6 weeks of work
- 10% of the interactions involved products outside the retailer’s top 100 bestsellers, highlighting the depth of customer engagement.
Assuming a full roll-out of the initiative, the estimated savings include:
- 10 tons of consumer waste diverted from landfills annually (to note; this only includes scanned or searched waste. If Scrapp does it's job correctly, the individual is educated and knows what to do every time, making this number even bigger).
- Over 1,000 products tracked across the entire market
- Over 2,000 hours estimated time saving through more streamlined data management for multiple departments
- No additional artwork necessary, cutting execution time by over 12 months
As the above table shows, when the data is scaled to a full roll-out, the benefits are clear: an education-first approach to consumer waste disposal can dramatically increase the positive impact a brand is having at the end of life. Extended Producer Responsibility is bringing in financial incentives to ensure compliance from brands and retailers, but brands have a unique opportunity now to get ahead of the curve and show customers that they truly care about the environmental factors of their products.
We also took the time to observe public perception on the initiative through surveyed feedback. We wanted to get to the bottom of whether individuals really cared, if having at-point-of-disposal information was helpful and if it helped encourage more sustainable behavior:
- 90% wanted to see more of Avon's products in Scrapp
- 85% agreed Scrapp made it much easier to correctly dispose of Avon's products
- There was an overwhelming trend that consumers want to see brands doing the right thing when it comes to a product's end-of-life
Key Takeaways
The initial phase data demonstrates how zero-waste practices can be embedded into a brand's customer journey with very little change to existing workflows. By combining practical tools with engaging features for customers, and a centralized method of organizing data, the project showed potential for scaling waste disposal education across a wider audience for a fraction of the price of existing solutions on the market.
How can Scrapp help?
If you are a brand or retailer looking to reduce the end-of-life impact of your product lines, book in a call with the team or check out our website to learn how we can help you on your zero-waste journey.
The feedback from this case study has led to some improvement to Scrapp's mobile app experience. Keep an eye out for the latest updates on the Google Play or Apple App Store.