Mustela is an international brand focused on maternity and newborn skincare, long committed to using natural and safe ingredients. As part of their ongoing mission to become more socially and environmentally responsible, Mustela began looking for innovative ways to better manage the plastic waste generated by their products.
ecoBirdy, with its expertise in transforming post-consumer plastic waste into considered, beautiful design objects, was a natural partner. The two companies joined forces on a recycling campaign that invited Mustela customers to return their empty plastic bottles, giving them a second life as something entirely new.
After the collection period, the bottles were processed in collaboration with a sheltered workshop in Belgium, providing meaningful employment to members of the local community. The sorted material then went through ecoBirdy's patented Ecothylene® process, resulting in a limited edition collection with the signature speckled pattern that makes every piece entirely unique.
How did ecoBirdy increase engagement in the recycling campaign?
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A tangible, emotional experience
Because Mustela’s clientele are families, ecoBirdy designed a campaign that is personal and participatory. When bringing the bottles to the collection points in pharmacies, customers were not just recycling bottles; they could already see what their waste would become: lovely furniture for the next generation. That transparency turns a simple act into something meaningful, leaving customers with a positive feeling that their contribution has made a real difference. -
Social responsibility built in
Every ecoBirdy project is designed to give back, not only to the environment but also to the community. By partnering with sheltered workshops in Belgium, the campaign created employment opportunities for people with disabilities or in precarious situations. Everyone involved in the making of the furniture became part of the recycling story, giving the project a human dimension beyond circularity alone. We bring environmental responsibility and social responsibility together in the same object. -
Design that carries an impactful story
The limited edition pieces that came out of this collaboration are high-quality, locally-produced and entirely traceable. With ecoBirdy’s award-winning design and patented production methods, the furniture pieces carry extra values, the speckled texture records exactly where the material came from, visible proof that circularity can be done beautifully. That story resonated with Mustela's customers by empowering them to be changemakers.
What was the response from distributors?
