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SUSTAINABLE BEAUTY MARKETING & MARKETING CLAIMS
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?
1 - Introduction & Definition of sustainable beauty claims
The world of sustainability and marketing claims is 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.
Intro to the chapter - CLICK HERE
2 - Consumers' trends and expectations
Clean beauty and Zero waste claims: content on the sustainable marketing of green products. It explores what consumers can understand from the messages, how they can be communicated with, and how companies can make their claims meaningful to customers. The course will help you understand what consumers want to hear about your green product and shows you how to avoid greenwashing in your efforts to become a true environmentally-friendly beauty brand.
2b - Consumer & Sustainable wording - post clean beauty
3 - Sustainable marketing and brand purpose
How to make talk about sustainability, and how to market your products effectively. It's not enough to become sustainable just because it's the right thing to do. Consumers need to find meaning in your offering, and consistency in your language. Marketing experts develop compelling stories about sustainability, but what are their secrets? Learn from their tactics and techniques, and implement your own messaging. Great for green marketing workshops or online messaging guides for communications teams at your company.
- part 1 - Brand purpose: connected yet not the same as sustainability. => READ HERE
- part 2 - Brand equity: the reciprocal contributions between sustainability claims and brand value. => READ HERE
- part 3 - Cause marketing and brand activism: mutually beneficial for a brand and for a cause – if done right. => READ HERE
4 -Sustainable claims & regulations
What are the external forces affecting your business; the new regulations and limitations on environmental claims? It is designed to provide you with an update on trends and developments that may affect you in the future and what your options are for meeting them. You will learn about laws, regulations and key aspects of "Sustainable Marketing".
5 - Green claims - our recommendation
recommended claims, with Provenance UK
SUSTAINABLE BEAUTY PACKAGING
Beauty packaging is a sensorial, emotional business, and we will look at how packaging can keep its premium feel and delight consumers while using more sustainable components. We have interviewed Experts, but also Packaging Manufacturers, Recyclers and Collectors, Materials suppliers, and Brands who’ve already made bold moves. Showing what is practically achievable today, but also the trade-offs you will have to make. The content will cover packaging material categories (recycled and non-recycled) already used or potentially used in the beauty industry (hair-care, make-up, skincare, perfume, etc) for primary packaging, but also secondary packaging, sampling, accessories and gifting. This module will put you in control of your packaging decisions and help you substantiate your sustainable packaging claims.
1 - Intro: Sustainable packaging: a definition
A definition of sustainable beauty packaging with a 360° view. Elevating your vision and thinking beyond just a beautiful pack.
2 - The past revisited, beauty packaging from the beginning
3 - What do beauty consumers really want
Unpicking the value-action gap. Understanding consumer trends is always a tricky business, let alone in a pandemic. But what if we could really understand consumers and the difference between what they say they want or need and what they actually purchase?
Packaging Trends - a consumer view (re-sources report June 2021)
4 - Has plastic got a bad wrap? Taking a life-cycle approach
5 - Living in a material world – making sense of complexity
Recyclable, recycled, bio-based, biodegradable, compostable, plastic free…which materials are best for a sustainable future? A comprehensive guide to all the materials available and the new materials being developed.
6 - What’s on the shelf - are current market applications always successful? with the 3R approach.
A review of the current beauty packaging options on the market with sustainable materials and claims. Are they addressing sustainability at their core, or functionality first? Who are the horses to back and what will fall by the wayside?
3 R applied to Beauty Packaging
7- The case of materials: paperboard, glass, aluminium
8 - Is sampling still a good idea to reach new consumers?
Samples, single-use and mono-dose: can these beauties ever care for the planet?
9 - Recycling – a messy reality
A top-line overview of recycling streams and current recycling capabilities in the world, that will help you understand how to create products for a circular economy. Experts and companies offering new solutions for collection and recycling will give you a real understanding of the current end-of-life of your products.
10 - Beyond the mechanics, is chemical recycling the future?
Getting down and dirty with recycling and reuse alternatives: from the collection of used items and reuse options to chemical recycling to transform plastics and synthetic waste into virgin plastic. A look at the capabilities and technologies available in the market.
- How Chemical Recycling Works - HERE
11 - Learning by doing - real-life successes and failures
12 - The retailer’s point of view: how CREDO Beauty defines “clean packaging” and sets standards for the US market.
Retailer-led learnings from a leading green beauty store.
- An interview with Mia Davis - Sustainability Officer at Credo Beauty - HERE
13 - What is the industry currently innovating on?
14 - Packaging regulations and limitations
Will the use of non-recyclable be banned
- coming soon
- AGEC law in France
- Sorting-Info in France & Packaging labelling - HERE
15 - Packaging inspiration of tomorrow
Biomimetism and new materials: an allegory of the future of packaging and design.