Once makeup expires, the entire thing has to be thrown away. Oftentimes, the packaging is not biodegradable and unclear how to recycle, and end up in our landfills. These products usually also have a very short shelf life, spanning anywhere from six to eighteen months. Once they expire, they need to be thrown away no matter if the product is finished or not. If it were easier for people to return the product for a new one, it would make recycling the packaging easier for the user.

Reternal should promote switching to a more eco-friendly lifestyle in an easy way. In the long run, this will help people live more environmentally conscious lifestyles and make their decisions habitual. Recycling makeup insures their product packaging does not end up in landfills.

The core message is that recycling old or expired makeup products and packaging will benefit the environment in the long run. It will also make recycling seem like a fun and easy activity incorporated into daily life.