Clarel, L’Oréal Paris y Garnier se unen en Barcelona para celebrar la belleza sostenible.
- El evento ha reunido a más de 200 personas, con el objetivo de mostrar cómo, a través del propio producto —su diseño, materiales y forma de presentarse—, es posible concienciar al consumidor e impulsar un consumo más responsable.
- En una original iniciativa, los asistentes pedalearon en bicicletas estáticas generando energía limpia que alimentó en tiempo real el evento.
Barcelona, 07 de octubre de 2025. – Clarel, en alianza con L’Oréal Groupe a través de sus marcas L’Oréal Paris y Garnier, ha celebrado el evento “La belleza que mueve BCN”, un encuentro único en el Rooftop de La Casa de les Punxes, un espacio icónico del modernismo catalán.
Este evento se ha enmarcado dentro de una de las cuatro líneas estratégicas definidas en el plan conjunto de Clarel y L’Oréal Groupe para avanzar hacia la sostenibilidad y la descarbonización. Esta alianza, iniciada en 2024, establece un plan estructurado en cuatro palancas de trabajo —producto, transporte, energía y residuos— con el objetivo de reducir de forma significativa la huella medioambiental.
Una experiencia que genera su propia energía
La velada, conducida por Emma García, ha ofrecido una dinámica innovadora: los asistentes pedalearon en bicicletas estáticas para generar la energía que alimentó el espectáculo. Una experiencia inmersiva donde la música y las luces se alimentaron del esfuerzo colectivo, demostrando que cada gesto cuenta cuando se trata de construir un futuro más sostenible.
En L’Oréal, consideramos la colaboración como un pilar estratégico fundamental para acelerar la descarbonización de la industria cosmética. Estamos firmemente comprometidos a trabajar de manera conjunta a lo largo de toda nuestra cadena de valor, desde nuestros proveedores hasta nuestros consumidores”, señala Cristina Vaquero Sustainability Manager L’Oréal – Head of Climate & Communities y añade: “Impulsamos activamente iniciativas transformadoras que reúnen a consumidores, aliados clave y socios estratégicos con el objetivo de unificar esfuerzos para co-construir un futuro de la belleza más sostenible y responsable”.
“A través de estas acciones, buscamos no solo sensibilizar al consumidor hacia un consumo más consciente, sino también fomentar activamente la adopción de prácticas respetuosas con el medio ambiente. En este sentido, destacamos los formatos refill como un nuevo ritual de belleza, así como el uso de envases fabricados con materiales reciclados. Estas acciones son clave para minimizar nuestra huella y avanzar hacia una economía circular”, concluye Cristina Vaquero.
Más allá del evento: reciclar también tiene premio
La iniciativa se extiende a 8 tiendas Clarel de Barcelona, donde durante los 14 días posteriores al evento los consumidores podrán depositar los envases pequeños de sus productos de belleza terminados en contenedores especialmente diseñados en el marco de la iniciativa “Belleza Circular”, impulsada por Stanpa, junto a Ecoembes y Ecovidrio. Quienes participen recibirán un regalo como incentivo por dar una segunda vida a los envases.
La industria cosmética está comprometida no solo con la calidad de sus productos, sino también en la circularidad de sus envases. Con este objetivo surge el proyecto “Belleza Circular”, que explora nuevas soluciones para el reciclaje de los envases e impulsa acciones conjuntas de toda la cadena de valor en sostenibilidad.
“Belleza Circular”, que lanzó su proyecto piloto en la ciudad de Sevilla en mayo, se activa ahora en Barcelona gracias al compromiso de Clarel y L’Oréal. Con esta iniciativa los consumidores podrán encontrar estos contenedores en los más de 65 comercios colaboradores en Sevilla y ahora en los puntos de Clarel identificados en la ciudad condal. En estos contenedores, el usuario puede reciclar sus envases más pequeños de cosméticos y perfumes -de plástico, metal y de vidrio- para poder darles una segunda vida.
“En Clarel creemos que la sostenibilidad empieza en lo cotidiano, en los pequeños gestos de cada persona. Este evento refleja nuestro compromiso de estar cerca de las comunidades, inspirando a nuestros clientes y a nuestras vecinas y vecinos a actuar juntos por un cambio positivo. Queremos demostrar que la belleza no solo cuida de las personas, sino que también protege el planeta y construye un futuro más sostenible”, señala Alejandra Pulido, Directora de Sostenibilidad y Calidad de Clarel.
Durante esta campaña, Clarel y L’Oréal Groupe refuerzan su apuesta por la belleza responsable y accesible, destacando productos con envases reciclados y reciclables, formatos recargables y fórmulas biodegradables hasta en un 98%.
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