Project Dolphin, an environmental success! by e.l.f Beauty

Project Dolphin, an Environmental Success! 

Arken POP partnered with e.l.f. Cosmetics and Superdrug to deliver a large-scale, sustainability-led display transformation across UK stores. Titled Project Dolphin, the initiative focused on the removal of 379 six-foot cosmetics displays and their replacement with 296 twelve-foot displays - doubling in size while significantly reducing environmental impact.

The challenge was to complete the changeover with minimal waste and within a tight seven-day installation window. Arken developed a closed-loop reuse strategy: dismantled six-foot displays were carefully stripped of usable internal components, which were then integrated into the new twelve-foot display units. 

The logistics process was highly coordinated, involving the retrieval of used displays, separation of reusable and recyclable components, and rapid redistribution to fitters.

The initiative resulted in the reuse of:
- 1,825 ABS housing bricks
- 6,655 internal cosmetics modules

This return-refurbish-reinstall model achieved impressive environmental savings:
- 8,634 kg of CO2e emissions avoided
- 18,026 litres of water saved
- 10 tonnes of plastic reused.

Key Takeaways:
- Circular Design Thinking: Displays were engineered for disassembly, enabling part reuse at scale.
- Speed & Scale: Achieved a rapid nationwide refit within a 7-day turnaround.
- Sustainability in Action: Material reuse reduced emissions, plastic waste, and water consumption.
- Operational Efficiency: 95% of the supply chain was UK-based, reducing transport emissions and enabling tight control.
- Project Dolphin showcases how commercial display upgrades can be aligned with ambitious environmental goals - delivering brand presence at scale while embracing true circularity.

This initiative represents a new benchmark for sustainable retail execution.

Presented by Tracy Scutt, Managing Director, arken POP and Zac Woffinden, Senior Design Director, Global Visual Merchandising, e.l.f Beauty at Impact25, on 25 June, 2025 in London.