What’s the golden rule for the green marketing of cosmetics?
The frame of green marketing is actually part of the problem. Only a small percentage of consumers are actually seeking “green” benefits. Instead, consumers want products that are safe, effective and reflect their deeper values and aspirations.
With an increasing focus on chemicals of concern, brands have an opportunity to deliver a total beauty proposition with products that are safe, effective and meaningful.
BBMG has pioneered a new methodology for designing sustainable brands called the Triple Value Proposition™ that unites practical, societal and tribal benefits to deliver total value.
What’s the number one pitfall?
Sustainability is rarely a reason to buy a product, but rather it’s a very powerful reason to believe in a brand. It’s essential to meet consumers where they are by delivering on safety, efficacy and value while identifying opportunities to elevate sustainability credentials and stories to inspire differentiation, loyalty and evangelism.
Has green marketing evolved significantly in recent years? If so, how?
For years, green marketers focused on the wrong consumers – selling green benefits to a small percentage of consumers we call Advocates who are driven by a commitment to sustainability and social impact.
While Advocates matter – they are most likely to do their homework on corporate practices and they are vocal in challenging brands who are lagging behind – they don’t see brands as part of the solution and they don’t really like shopping.
At BBMG, we focus on Aspirationals, the largest consumer segment globally that unites style, social status and sustainability values to shape new marketplace trends and culture norms.
Aspirationals are happy shoppers and cultural influencers who are seeking beauty products that work brilliantly, are safe and healthy, and connect them to peers who share their values. By focusing on Aspirationals, we design brands and marketing platforms that are at once practical, purposeful and delightful.
What types of cosmetics products are best suited to green marketing? And which ones are not?
As consumers increasingly focus on the ingredients that go in, on and around their bodies, the role of transparency and trust will play a greater role than ever before.
There are many potential traps in developing relevant and authentic sustainability marketing platforms. Authenticity is key, so it’s essential to be mindful of gaps that may arise between product promises and corporate practices.
How do you see the approach to green marketing of cosmetics evolving during the next 10 years?
Issues of health, safety and social purpose will only become more meaningful and relevant in the years ahead. Products that are perceived to be healthy and effective will fast become price of entry.
As important, sustainability is driving the approach to innovation. Brands that win will embed sustainability in every step of the design process – and reveal new products, services, experiences and platforms that inspire more beauty in the way we live and the world we share.
Raphael Bemporad will be presenting at the Sustainable Cosmetics Summit in New York City, May 14 - 16. For more information about his presentation and the program, please click here.