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Published date
09/29/2010
Language
documents in English
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Type
case study
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45 pages
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Marketing strategies adopted by organic cosmetic brands

  1. Context
    1. Definition and law
    2. Reasons and certifications
    3. Risks due to conventional cosmetics
    4. The Bio cosmetics borderlines
    5. Impact on the marketing
  2. Synthesis of researches
    1. Conceptual model
    2. Analysis of the situation
  3. Literature Review
    1. Marketing communication
    2. The place of the green marketing on the marketing communication
    3. Protect the green marketing with labels
    4. The example of green marketing on cosmetics in Asia
  4. Methodology
    1. Literature Review
    2. Primary research

This document delves into the marketing strategies adopted by the organic cosmetics industry; the eco-friendly nature of these products facilitates the ethical image of the brands, complemented by an effective marketing communication. A growing industry, the resounding success of bio-cosmetics has been acknowledged across the globe over the last few years.

According to Rita Stiens, “The supreme goal is to define a better level of quality. Environmental conservation is a vital concern for the natural cosmetics brands”.

It has been decided that a qualitative investigation will be set up with professionals of the organic cosmetic industry to investigate the different sales techniques in the communication area. The research questions outlined for the proposed study are as follows:
How do organic cosmetics currently communicate on their products?
How may they improve the current communication?
How can green marketing improve this communication?

Definitions:
It appears necessary to define the term ‘bio cosmetics’ within the context of this research as it is the predominant theme. In France, bio cosmetics are regulated by a specialized organization and a cosmetic product can only be "organic" if it bears the organization’s seal of approval.

According to Ecocert, “Bio cosmetics are considered as cosmetics with a level of superior demand compared to the conventional regulation of cosmetic products. It guarantees environmental conservation all along the production line, consumer’s respect and an utilization of natural matter with superior ecological quality.” (Translation from Ecocert web site)

A seal of approval or Label is manifest by a distinctive sign such as a name or a logo. It could be used by different companies that conform to the specifications of this Label. When a Label is private it is not always considered as being a guarantee of quality, it only means that the products have characteristics relating to their production (Eco-Label) or their composition.

It is also necessary to explain what the term 'green marketing. According to the American Marketing Association (AMA), “Green marketing for retailing is the marketing of products that are presumed to be environmentally safe. Green marketing is the development and marketing of products designed to minimize negative effects on the physical environment or to improve its quality.Finally, green marketing for environments is the efforts by organizations to produce, promote, package, and reclaim products in a manner that is sensitive or responsive to ecological concerns.”

Current literature
The literature review will be based on four studies in relation with green marketing. This area of marketing was chosen as it is in correlation with the bio cosmetic subject. An overview of green marketing has been done with the help of the conceptual paper written by Ken Peattie and Andrew Crane and titled “Green marketing: legend, myth, farce or prophesy?” Then, the research paper “Green branding effects on attitude: functional versus emotional positioning strategies” focus more on the concept of green brand and how to adapt the communication to capture customers’ attention. Finally the chapter focuses on the label tool which is very important in the green marketing area.

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