Introduction & Definition of sustainable beauty claims
The world of sustainability and marketing claims are full of grey areas. What exactly is a green claim? What can you do to avoid greenwashing, how do you follow the guidelines and regulations and how can you get around setbacks? In this article you'll learn the basics of green claims:
With this chapter our aime is to help you avoid greenwashing, and follow regulations and guidelines for sustainable marketing claims. Aimed at beauty professionals who want to follow the changes in terms of green marketing claims, create responsible communication messages about sustainability and their sustainable products or services. What are green claims and how can they be defined? What is the scope of Environmental, Sustainable or Green claims? What are the building blocks that make up a claim?
Intro
The world of sustainability and marketing claims are full of grey areas. What exactly is a green claim? What can you do to avoid greenwashing, how do you follow the guidelines and regulations and how can you get around setbacks? In this article, you'll learn the basics of green claims: why companies use them, how exactly you can make them and strategies to overcome common challenges.
ABOUT CONSUMERS AND SUSTAINABILITY
What does sustainability mean to consumers in the post-pandemic world?
It's about social responsibility
- 86% of consumers now expect businesses to help solve global climate and social justice issues
- 80% believe that climate and
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What are their new desires and priorities when considering beauty’s sustainability
it's Ethics driven
- 9 in 10 shoppers believe sustainability and other ethics-related considerations are important
- 44% of 18–36-year-olds say that sustainability and ethics-related considerations are very important when buying beauty and wellness products
- Almost one-third of consumers report having stopped purchasing brands over sustainability or ethics concerns
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What are shopper’s motivations to sustainable consumption and the roadblocks?
It's about lack of trust
- 50% of Chinese consumers were distrustful of corporate sustainability claims
- 68% of global respondents say that it is more important for them to be able to trust all the brands they buy from today than in the past (Edelman)
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