Marketing Claims
Sustainable beauty marketing claims and what to do with them
Sustainability & Brand Marketing - intro
by author, Marie Cesbron Marie Cesbron has over two decades of experience in growing, transforming and future-proofing beauty & wellness brands. First at l’Oreal group, where she took on various leadership roles in marketing, insight/foresight and innovation, based in Paris, New York and London. Then at Walgreens Boots Alliance’
Sustainability & Brand Marketing - part 3
3 - Cause marketing and brand activism: mutually beneficial for a brand and for a cause – if done right. This report provides beauty marketers with strategic frameworks, concrete tools and illustrative examples to improve the efficiency and relevancy of sustainable marketing claims by connecting them with what the brand stands
Sustainability & Brand Marketing - part 2
2 - Brand equity: the reciprocal contributions between sustainability claims and brand value. This report provides beauty marketers with strategic frameworks, concrete tools and illustrative examples to improve the efficiency and relevancy of sustainable marketing claims by connecting them with what the brand stands for. Conversely, it also highlights that
Sustainability & Brand Marketing - part 1
1 - Brand purpose: connected yet not the same as sustainability. This report provides beauty marketers with strategic frameworks, concrete tools and illustrative examples to improve the efficiency and relevancy of sustainable marketing claims by connecting them with what the brand stands for. Conversely, it also highlights that what the
Everything You Need to Know About The US Green Guides
The Guides for the Use of Environmental Marketing Claims (known commonly as the “Green Guides”) is the set of guidelines established by the US Federal Trade Commission (the “FTC”) to help marketers avoid claims that are unfair or deceptive.
UK Environmental Claims Legislative and Regulatory Landscape
As we shift towards a circular economy and a more environmentally conscious consumer, the demand for products that have a lesser or even beneficial impact on the planet has dramatically increased. Whilst this is a change for good, some ‘green claims’ practices have led to greenwashing and misleading claims. The
Post Clean Beauty, or just a new turn? - part 1
How can you leverage this consumer shift? A presentation with Dynvibe, a Social Intelligence Agency. "Dynamic technologies, human vibes", Dynvibe put human intelligence on top of smart social monitoring technologies to highlight strategic insights from consumers and changemakers content worldwide. Why are we moving towards clean beauty 3.0? Consumer
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:
Sustainable Beauty - a definition
This is a definition of what we think is to be considered when thinking about sustainability. We hope this might give you a framework. This definition is meant to evolve too. UNITED NATIONS SUSTAINABLE DEVELOPMENT GOALS re/sources wants you and your brand to make actionable and impactful choices that
Was it a coincidence?
Sometimes we create innovation by mistake. Think about food. ”Tarte Tartin” and “Eton Mess” for instance were both kitchen catastrophes and turned out to be popular recipes replicated ever and ever in households and fancy restaurants. So, where am I getting at? I wondered if in your exploration towards a
Everything about the end of life of your beauty products
When it comes to waste, there is a lot of misinformation. Should you remove the cap of your packaging? Should you leave it on? Should you separate all the different parts? We often get asked a lot of questions about product development and recycling. Since beauty products can be very
Keeping a competitive edge in sustainability and beauty?
As a marketing professional you want to make your packaging claims clearer, upgrade your portfolio, without losing your competitive edge? You have already started and some solutions are working better than others, and you still can’t understand why a 100% PCR packaging is not achievable? Talking to a Beauty