With the support of the European Union, CENN and The Body Shop launched a joint campaign in the Kakheti and Adjara regions aimed at promoting sustainable consumption practices and raising awareness of circular economy principles. The Body Shop has always strived to foster positive change, implement sustainable practices, and provide consumers with eco-friendly services. A continuation of this mission was the placement of a special collection box for used packaging at the GPC pharmacy branch in Telavi. This initiative gives local consumers the opportunity to return any type of empty packaging, receive a discount, and at the same time contribute to environmental protection. The practice has already proven successful in Tbilisi and Batumi, where consumers actively return their used packaging, thereby reducing the amount of plastic that ends up in landfills. The key message of this campaign is simple yet powerful — big change starts with small steps.

This message was further reinforced during the “Summer Refill Day” event, held in Batumi in partnership with Luca Polare. The aim of the initiative was to promote The Body Shop’s refill system and offer customers a new, interactive experience where they could directly see the advantages of the system. Visitors were able to refill their favorite products in reusable aluminum bottles, which they received as a gift. In addition, Luca Polare treated each participant to natural ice cream, making the activity even more enjoyable and engaging. The initiative clearly demonstrated that caring for the environment can be fun, pleasant, and at the same time economically beneficial. Such initiatives serve as excellent examples of how businesses can embrace social responsibility, engage in environmental actions, and create added value both for their customers and for society as a whole.

The campaign is part of the EU-funded project “Circular Cities and Regions in Georgia”, implemented by CENN in cooperation with ICLEI Europe.