At the beginning of September 2021, dm launched a campaign urging its customers to sustainable consumption, motivating them to return their empty plastic packaging. The aim of the campaign "I will remain a pack in my next life" is to collect already used packaging to be recycled and reused in production. We also aim to draw attention to the problem of downcycling and together with our customers to do something significant, reducing the loss of high quality packaging materials. With the initiative to collect empty packaging in our stores, we strive to provide high quality recycled material in the production of packaging products from dm brands. The campaign is long-term and anyone can leave their empty plastic packaging in any dm store within the opening hours.

The campaign is targeted at all consumers. With this campaign we aim to pay attention to the problem of downcycling and together with our customers, to do something significant by reducing the loss of high quality packaging material.

The campaign is long-term. Since 2009, plastic recitals in PET and PE packaging of dm brand products have increasingly been used. The tubes of alverde, Balea and babylove products are created from 50% recycled material (excluding caps). The goal is that by 2025, 90% of the packaging of non-food products to be made from at least 30% recycled materials. With this project we want to provide high quality recycled material in the production of packaging of dm brand products.

An opening event was organized on September 11, 2021 in front of 21 dm stores across the country, where each customer could return their empty packages. Everyone on this day, responding to our call for recycling, received a gift - a permanent reusable bag and a coupon for a 10% discount on all Pro Climate products. The campaign is in partnership with Gorata.bg. It was promoted in the digital space, with information on the site and all social media, as well as in the store with printed advertising materials. Also radio and television advertising. Collaboration with influencers, PR articles and outdoor advertising. In the spring of 2022, several thousand trees will be planted by the company's employees in different regions of the country, together with the support of our partners from Gorata.bg.

So far, nearly 3 tons of empty plastic packs have been collected. The packages collected should be predominantly white or translucent and have one of the following signs on the bottom or back - HDPE (High-density polyethylene) / PE (Polyethylen) / PP (Polypropylen) or PET (Polyethylenterephthalat). Light colored packaging with these signs is also permissible. These are mostly packages of shower gel, shampoo, conditioner, lotion, cosmetic products, cleaning and detergents. It does not matter which brand of products are the empty plastic packs. It is important to meet the above mentioned characteristics. Food packs, water bottles and drinks are not accepted, no matter what signs are on them.