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Article

Open Access

Sustainable Marketing at the Heart of Cosmetics Companies: Myth or Reality?

Author(s)

Ghita Malhi, Souad Ailli

Full-Text PDF Download XML 1777 Views

DOI:10.17265/2328-7144/2023.02.003

Affiliation(s)

Moulay Ismail University, Meknes, Morocco

ABSTRACT

Cosmetic companies are trying to include more sustainability in their strategies. But, showing commitment is always a challenge for them. This work consists in showing the degree of commitment of cosmetic companies in their marketing practices. The qualitative study carried out aims to determine the level of their commitment in terms of sustainability, based on 10 websites of “sustainable” cosmetics companies that sell their products online, and on defining sustainability criteria for each variable of the marketing mix. The results indicate that the majority of the companies analyzed are aware of the importance of sustainability and have taken measures to have a positive impact on the economy, society and the environment. The companies have made considerable efforts in “product” and “communication” strategies, but additional improvements can be envisaged for “price” and “distribution” strategies.

KEYWORDS

sustainable marketing, cosmetic companies, sustainable development, CSR, sustainable marketing mix

Cite this paper

Economics World, Apr.-June 2023, Vol.10, No.2, 78-86 doi: 10.17265/2328-7144/2023.02.003

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