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Aimed at raising awareness of the importance of recirculating unwanted or unused beauty products, the brand wills to help the environment while combating hygiene poverty.
June 1, 2024
By: Lianna Albrizio
Associate Editor
The global hygiene poverty crisis hits home for Gen Z cosmetics brand Lottie London.
On Saturday — ahead of World Environment Day on Wednesday, June 5 — a Lottie London garbage truck will pull up to New York City’s high footfall areas for its “Treasure Me, Don’t Trash Me” campaign. Aimed at raising awareness of the importance of recirculating unwanted or unused beauty products, the brand wills to help the environment while combating hygiene poverty.
“One of Lottie’s key pillars is to empower our community to feel their most confident when they wear Lottie products,” said Charlotte Knight, CEO Lottie London. “When I read that a lack of confidence was one of the worst things that 66% of people in the Toiletries Amnesty survey felt about experiencing hygiene poverty, I knew we had to help.”
Lottie London polled their Instagram followers to find out what they did with excess, unwanted makeup and hygiene products. Thirty-two percent said they throw it away and 66% didn’t know it was an option to recirculate. Armed with this knowledge, Lottie is donating 10% of all sales from the Lottie London x Outer Banks Endless Summer collection to Toiletries Amnesty throughout June to provide support in their ongoing effort as an NGO.
Toiletries Amnesty supports over 800 locations, in 2023 provided access to toiletries and hygiene products for 4 million people around the world. Toiletries Amnesty works to support homeless shelters and hostels, women’s refuges, mental health services, end of life care hospices, food banks, NHS Trust services, refugee support services, LGBTQ+ groups, prison services, children’s centers, young people’s services, schools, colleges, community groups, and other organizations that need help.
“Teaming up with Lottie London and Netflix gives us a really exciting opportunity to reach new audiences and let them know how they can help end hygiene poverty with Toiletries Amnesty,” said Karen Harvey, founder of Toiletries Amnesty. “Last year, we supported over 4 million people through our NGO, and with thanks to Lottie London, this year we know we can help even more people, whilst stopping more beauty waste going to landfill, and having a positive impact on the environment too.”
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