Beauty

World-unique app rewards you when recycling your beauty empties

Bower’s patented technology has secured partnerships with leading brands Procter & Gamble, Unilever, and L’Oréal. Together, they make it both fun and rewarding to give your packaging a second life.
By JOHAN MAGNUSSON
May 11, 2021

Extending the life of raw materials is critical to achieving global sustainability goals and large investments are made to make product packaging 100 percent recyclable. But, Swedish startup Bower’s CEO Suwar Mert states that if the packaging does not have a value and thus is not recycled, those investments will not matter.

Bower (formerly known as PantaPå) increases recycling by rewarding recycling at existing bins. All consumer packaging with a barcode can be scanned with the app to yield a deposit value, and the user can donate the collected money to charity or redeem it to a personal bank account.

— Through a patented innovative geolocation technology, the deposit value is only retrieved when scanning in close proximity to the GPS coordinate of a recycling bin, COO Berfin Mert shares, continuing,

— We make the — typically boring — act of recycling more fun and rewarding. Doing good shouldn’t have to be a burdensome chore, but rather something we get a boost from doing. That’s why we reward the act of recycling with discounts, cash, and kudos.

So far, more than 250,000 users have recycled more than 10 million pieces of packaging, saving an estimated half a million kilograms of carbon dioxide. The recent launch in Norway, Denmark, and Finland will soon be followed by the UK.

— We look forward to introducing the Bower solution to the rest of the world, and make recycling a rewarding no-brainer worldwide, says Berfin Mert.

Bower’s partners include brands such as Procter & Gamble, Unilever, and L’Oréal. The latter’s portfolio includes Kiehl’s that, since its humle beginnings as a single apotechary in 1851, has grown to a global skincare brand. Their work to contribute to a better world includes minimal packaging, sustainable store design, responsible formulations, and supporting the communities where they source their — natural — ingredients. And, a just unveiled partnership with Bower in the Nordics.

Together, Bower and Kiehl’s want to educate customers on how to recycle their ”empties” to reach a more sustainable disposal of single-use plastics. Kiehl’s already minimizes their environmental impact by using post customer resin and FSC-certified plastic in over 80% of their assortment. 

The collaboration means that the customers will scan their empty products and get rewarded with discounts on Kiehl’s own Nordic brand website, in five simple steps: 

• Find your nearest recycling station through the Bower app
• Scan your empties
• Confirm that you’re at the designated recycling station
• Points accumulate with each empty container you recycle
• Accumulate 10 points and qualify for a -10% discount online

— It’s always been key for us to play a role in the community around us and this collaboration helps raise awareness around the use of single-use plastics and incentivizes our customers to do the right thing, not only with our products but with any plastic they purchase or use. How do you recycle your empties? asks Malin Laurell, Nordic Brand Director, Kiehl’s L’Oréal.

Related