KraveBeauty has announced its Waste Me Not campaign, which features more than $1.5 million of repurposed product waste converted into a limited-edition Matcha Hemp Body Wash.
After beginning production on a reformulated version of the Matcha Hemp Hydrating Cleanser, KraveBeauty had to reject more than 1,200 gallons of product bulk that didn’t meet its standards.
Instead of discarding the rejected excess bulk, KraveBeauty reworked the formula to create a limited-edition Matcha Hemp Body Wash. To reduce waste, the product is packaged in a refill pouch that uses less plastic, water and energy than traditional bottle packaging.
The product will be sold at cost for $8, which covers the cost of product, packaging, compliance, safety testing, freight and fulfillment.
When KraveBeauty scaled up production on Makeup Re-Wined earlier this year, a process engineering issue resulted in a large pilot batch that was more fluid in consistency than the current jelly texture. Despite the pilot batch having the same ingredients and efficacy as the final version, KraveBeauty was unable to sell the less-than-perfect product.
As part of the campaign, KraveBeauty will offer the Makeup Re-Wined Pilot for $12.50, a 50% discount on retail price.
Along with the digital campaign, KraveBeauty will be opening its first-ever IRL pop-up experience located at 2 Rivington Street in New York City.
The Waste Me Not pop-up will be open to the public from November 3-6, 2022. The pop-up will showcase how KraveBeauty reimagined its hidden waste while allowing customers to purchase the full product assortment, discounted items and win giveaways.