From a tarpaulin filtering polluting emissions to recycled bags: the Love Beauty & Planet campaign is part of a sustainable approach in line with the brand's commitments. The campaign has come full circle!

This summer, Love Beauty & Planet demonstrated its commitment to beauty and the planet on a 600m² tarpaulin in the heart of Antwerp. The brand opted for a huge tarpaulin equipped with theBreath®, the revolutionary technological innovation for the environment proposed by Urban Media and Clear Channel. Made from an innovative material, theBreath® works like a giant air filter in the heart of the city. In the space of a month, the tarpaulin has significantly improved air quality by absorbing the equivalent of the polluting emissions from thousands of cars.

And that's not all! Love Beauty & Planet has recycled the giant tarpaulin by turning it into trendy bags. These are being distributed as part of the point-of-sale activation, on social networks and via brand ambassadors. By giving a second life to the tarpaulin, the committed brand is placing its communication within a circular economy approach and thus staying in line with its primary objective: to have a positive impact on beauty and the planet.

"From the creation to the recycling of the communication material, this project has given us the opportunity to make our objective a reality: small gestures of’love. In this way, the entire activation process is circular: the tarpaulin is transformed into 300 bags, which are in turn distributed via online and in-store activations, ending up with the end consumer" says Stéphanie Coenen, Brand Manager Skin & Hair Unilever.

The campaign is the result of collaboration between Unilever, Mindshare, Kinetic, Demonstrate, Urban Media and Clear Channel.