Trends and routines

Refillable beauty

Also written as refill pod, refillable jar, refill system.

Selling the outer once and the formula repeatedly. Common at the premium end and moving down.

What it needs from a bottle

Refills only work when the first purchase feels worth keeping. A light plastic outer with a refill pod inside reads as two pieces of rubbish rather than one keepsake. Spend the money on the outer, price the refill lower, and make the swap obvious without instructions.

Formats that suit it

• Refillable jars
• Refill pods