Sustainable marketing, beauty world, marketing, sustainability, beauty industry, consumer behaviour, millennials, green beauty, greenwashing, L'Oréal
Sustainability is not a new trend. It appears for the first time in the 1970s. For many years, beauty brands knew zero competitions. This market changed with the arrival of new brands such as NYX cosmetics, ELF, or Kiko Makeup. Now, we can talk about fast beauty, an industry where we promote excess beauty consumption.
Stephen Clarke, Head of Communications at recycling company Terracycle, supports: "Beauty industry products and packaging have to look good and be pretty so consumers pick them off the shelf and buy them. Plastic packaging brings down production and transportation costs for producers, offering an accessible price for consumers, making beauty and personal care products easy to use, and encouraging disposal and new purchases."
The objective of the dissertation is to analyse the perception of sustainable beauty for the millennials. Indeed, after the health crisis that devasted and changed the world at the beginning of 2020, questions around sustainability have become more intense than ever.
Throughout this study, the real perception of the millennials, also called Generation Y is decrypted based on qualitative study, supported by literature reviews.
The results obtained from the study show that the company's reputation, price and convenience are the most influential factors for the millennials. Notwithstanding, the study conducted also illustrate that there are other factors that may exert some influence. We finish it with 5 strategies that a company can apply.
[...] The choice of this presentation is to get a funnel effect. Indeed, it starts with sustainable marketing comprehension. Then, the literature becomes specific to the behaviour of the consumers. To end, we analyse Millennials behaviour. Millennials are our target research during the dissertation. Presentation of the literature reviews Sustainable/green marketing Sustainable and green are sometimes confounded. It is essential to define both terms to a better understanding during the dissertation. We notice that sustainable and green are similar to several researchers and consumers. [...]
[...] All his criteria do not change during the health crisis. Concerning the packaging, the first plastic is useless. “Globally, I like it. The eyeshadow palette is protected. And the sanitary condition is respected.” Henri says that the carton protect already so no need to add a plastic. He didn't mention the ecology. So, I introduced the packaging scandal. “I am not going to buy the product. If I can participate in the ecological fight, II will.” Henri tries not to pollute. [...]
[...] Literature Reviews Introduction to the literature reviews In this chapter, a review of the existing literature on sustainability and consumer behaviour in the beauty industry are given. The concepts are discussed more in-depth. Lastly, this chapter concludes with the reasons why the research question may refer to an enlargement of the previous research. The context The literature reviews permit a better understanding of the subject being approached. The research question is: Is there a place for sustainable marketing in the beauty world? Thus, the aim of the literature reviews is to examine the consumers' behaviour on their buying decision. [...]
[...] “They represent the spirit of the brand. I want a brand which accepts differences. It's for those sales advisors don't have a dress code.” Hugues chooses the eyeshadow palettes. His reasons are attractiveness and creativity. “You can express yourself. With an eyeshadow palette, you can show your personality.” The packaging for eyeshadow is essential. For choosing a product, Hugues checks the pigments and the weight. “I wear artistic makeup. I need a product with a lot of consistency.” The design of a product is meaningful. [...]
[...] All her criteria do not change during the health crisis. She is confused by the description of the packaging. She says, “There are a lot of things whose protect the concealer.” The recommendation is to reduce packaging. “Nowadays, brands must integrate environmental issues.” Katherina doesn't know what to say about ecology. Irina declares, “As a consumer, we like to have a product easy-to-uncover.” The brands need to participate in sustainable development according to Irina. “CSR is good for image brands. [...]
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