Marketing Claims
Sustainable beauty marketing claims and what to do with them
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
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
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
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.
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
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
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