Project Report
Presentation On
Green marketing in cosmetic industry
By: SUNANDA KATIYAR
BBA+MBA(DUAL)
A3923014009
2014-2018
INTRODUCTION
Green marketing is defined as a tool utilized by companies to market green
products to the main target group known as green consumers.
Products made with recycled waste content.
Products that contain natural resources.
Products that avoid toxic emissions.
Products that save energy or water.
Products that contribute to a safe and healthy built environment.
GREEN MARKETING STRATEGIES
One of the main purposes of green marketing is to promote products and services
that satisfy the consumers as well as the companys necessities without harming
the environment.
1. Green Product
2. Green Logistics
3. Green Pricing
4. Green Promotion
Importance of green marketing in
cosmetic industries
There is a lot of ugliness in the beauty industry and cosmetics companies
everywhere, big and small, need to address the ethical, cultural, financial and
environmental consequences their products have in the world and take
responsibility for it.
With the growing awareness of the potential side effects of many artificial
substances used in personal care items, such as parabens, petrochemicals and
toxins,many consumers are turning toward a greener approachwhen it comes to
beauty.
They have also benefited to the natural trend, pushing consumers to look for
natural ingredients.
DISADVANTAGES OF
ADOPTING GREEN
MARKETING
Green marketing strategy sometimes would be overlooked by the finance orientation in
marketing because of high cost.
As a result green marketing becomes an isolated activity with less input from other business
functions.
As the market is flooded with numerous green products customers may be at loss in making
choices. This is especially true in the case of recyclable products. Many customers are unaware
of the manner in which to deal with recycling process.
As in general green marketing strategies in particular are costly and they require long term
planning. The outcome of a green marketing strategy cannot be expected in the short run.
To overcome these difficulties, a business has to look at the concept of green marketing in an
innovative way to recap the benefits. It has to be made sure that green marketing alone would
not help a firm to gain competitive advantage in the present business.
Cosmetic companies adopting Green
Marketing
These days, the hottest color in beauty is green. Whether in their choice of packaging, their
treatment of the people who harvest ingredients and many beauty companies are setting
an eco-friendly example. Here are some of the examples of companies going green: Eco-friendly cosmetic companies
Ingredients
Packaging
Fair Trade and community
BODY SHOP
The Body Shop International PlC known asThe Body Shop was founded
byAnita Roddick in the year l976and now it is part owned byL'Oral.
The body shop consists of l,200 products including all cosmetics and
make-up across its 2,500 franchised stores in 61countries.
Body Shop Five Core Values
The Body Shop is a leader in promoting corporate transparency and
has been a force for a positive social and environmental change
through their campaigns and their five core Values
CAMPAIGNS RELATED TO IT
1. Stop Sex Trafficking of Children and Young People
2. Get lippy: Prevent HIV
3. Stop Violence in the Home
4. Choose Positive Energy
5. Make Your Mark
6. Self-esteem
AVEDA
Aveda was founded byHorst Rechelbacherin l978. In l970, Horst, on a trip to India, was
introduced to the science ofAyurveda(the traditional holistic system of medicine and
surgery from India), and suddenly his vision for his company was born. Horst formulated the
first product, a clove shampoo, in his kitchen sink.Today Aveda is part ofEste
lauder Companies Inc., based in New York. Rechelbacher sold Aveda to Este lauder in l997
for $300 million,although Aveda continues to be run as a separate entity.
Aveda and green ingredients
They connect their Mission with product development by using what they
define to be green ingredients.
At Aveda, their goal is to ensure that their products will benefit their guests
through exceptional performance, while they deliver their continued promise
of environmental and social responsibility.
Aveda's products are formulated without parabens, phthalates and sodium
lauryl sulfate.
They work hard to ensure that ecological and cultural diversity is
represented by responsibly sourcing key ingredients from different habitats
all over the world.
Through fair compensation, they positively impact the people and economies
from which some of their products' ingredients are sourced.Aveda firmly
believes that they will succeed in their goal by striving to use what they call
green ingredients in their products whenever possible
CONCLUSION
The word eco-friendly has become a buzzword of todays marketing
practices of different Companies throughout the world.
Finally green marketing requires that consumers want a cleaner
environment and are willing to "pay" for it, possibly through higher
priced goods, modified individual lifestyles, or even governmental
involvement.
There is a lot of ugliness in the beauty industry and cosmetics
companies everywhere, big and small, need to address the ethical,
cultural, financial and environmental consequences their products have
in the world and take responsibility for it.
They are looking for products that do not harm their skin, nor the
environment or society; products that are all-natural or free from
artificial additives.so many cosmetic companies are now adopting
many green marketing strategies to gain more consumers.
THANK YOU
