Health and beauty retailer Boots has launched a new campaign to urge consumers to recycle their empty products.

The move comes after research from the brand which highlighted that 80% of Brits hold onto empty or almost empty beauty and toiletry products.

The data showed 48% of consumers who regularly wore makeup have at least three empty containers in their bathrooms. Of consumers who wore makeup regularly, 25% reported they had five empties and 10% reported they had upwards of seven.

To combat this, the retailer has offered its customer base the chance to earn rewards through its Recycle at Boots scheme.

Consumers can obtain 500 Advantage Card points (worth £5) for every five eligible empty health and beauty products deposited when they spend £10 in-store.

Subscribe to Marketing Beat for free

Sign up here to get the latest agency-related news sent straight to your inbox each morning

Available at 800 stores nationwide, Recycle at Boots accepts beauty products such as mascara wands, wipe packaging, travel minis and serum tubes.

Candice Smith, head of ESG at Boots, said: “Many of us are guilty of holding on to products in the bathroom unnecessarily, either it’s the last bit of product that you can’t bear to throw out, you have an empty bottle you keep forgetting to put into the kitchen recycling bin, or you are holding on to items you don’t think you can recycle.

“This spring we want to help by encouraging everyone to finish every drop of those forgotten products and recycle the empties at your local Boots.”

Boots has also created an infographic to inform customers about what items can be recycled kerbside and what items to deposit at its stores.