Marketing Claims

Sustainable beauty marketing claims and what to do with them

Eva Lagarde
Members Public

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

Eva Lagarde
Members Public

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

Eva Lagarde
Members Public

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

Eva Lagarde
Members Public

The claims I won’t make in beauty and why

There are claims we can make easily because everybody understands or do they? It’s not clear what people understand or expect from your product or service. Making “green” claims is even more complex since it involves a lot of parameters. In other words, we need to understand why we

Eva Lagarde
Members Public

Need to learn what to do first to prevent climate change?

As a marketing professional you need to make decisions on matters you don’t really master yet! You’re not an environmentalist or a packaging technologist, yet, you have the final say. Why can’t you get 100% PCR materials? Why couldn’t you use refillable packaging? or isn’t

Eva Lagarde
Members Public

What if you could change the beauty world now

COP26 is upon us and a lot of us are watching. Are we expectant of good outcomes? Or are we ironically turning our heads the other way? What if we didn’t need to wait any longer and if we could act now? What if we were making a u-turn

Eva Lagarde
Members Public

What if all made sense about sustainability and marketing

Sustainability is no silver bullet. Yet, you need to implement it NOW, in your brand portfolio. Where do you look for information, how do you learn? When looking at the news, to prepare this content, I feel I am more confused now than I was yesterday. Contradictions, misunderstandings, mis-interpretations, short-comings.

Eva Lagarde
Members Public

Mind the gap of green intentions and purchase behaviour

Oftentimes, our shopping behaviour doesn’t match our good intentions. And there are many factors to consider here: price, value for money, product utility, and convenience. To name a few. And for the younger generation, the “ fighter “ for the planet ones, it seems that they, “in particular, are saying they

Eva Lagarde
Members Public

ready to be a pioneer?

Do you feel the same about your sustainability journey? That somehow you need to pioneer and push for it, but it’s scary at times, because you don’t know where to start? or how to tackle it properly? OK sustainability, it’s not about pioneering anymore as it’s

Eva Lagarde
Members Public

You would think you'd know

When it comes to sustainability, we all think we know the drill. The reality might be more complicated than we think.There is no one solution that fits all, and it’s all about adapting your brand ethos to the best solution out there. But what is the best solution