Analyzing Social Sustainability Issues in Lush Cosmetics
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This report analyzes the social sustainability issue of testing cosmetics on animals in Lush Cosmetics. It includes background analysis, 4P analysis, and campaign planning.
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Running head: MARKETING Marketing Name of the Student Name of the University Author Note
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1MARKETING Executive summary The purpose of this report is to analyse a social issues detected in the lush Cosmetics Ltd. And evaluate the same with the help of marketing strategic tools. The social sustainability issue that will be discussed in this report includes testing of cosmetics on animals. In this report, analysis of the mentioned social issue of the Lush Cosmetics will be performed.. The target audience of the company belongs to the higher middle class or elite class of the society and is well educated. Lush has strong values, for this reason its audience tends to be very specific. The company bases all its products on organic and natural ingredients so they can be considered as environmental sustainable and social responsible. Therefore, its target is composed by people that care about the environment, the wildlife and their health. The report will contain background analysis of the company, its social marketing experience, its 4P analysis, social marketing experience and segmentation, targeting and positioning of the brand. Additionally, this report will also include a campaign plan that will help Lush to create a more sustainable environment.
2MARKETING Table of Contents Summary..........................................................................................................................................3 Task 1...............................................................................................................................................4 Analysis of the background.........................................................................................................4 Social marketing environment.....................................................................................................5 4P analysis of the Lush cosmetics...............................................................................................5 Social marketing campaigns........................................................................................................8 Importance of ethical behaviour while delivering social marketing programme........................9 Task 2.............................................................................................................................................11 Segmentation and Targeting strategy of Lush cosmetics..........................................................11 Positioning of Lush cosmetics...............................................................................................12 Task 3.............................................................................................................................................14 Campaign planning....................................................................................................................14 Reference list.................................................................................................................................17
3MARKETING Summary In this era of modernization, it has become highly crucial for the organizations to ensure environmental sustainability. However, when it comes to the sustainability of the cosmetic industry, very few organizations are found to be implementing sustainable beauty practices to demonstrate their social awareness. In this report, analysis of the mentioned social issue of the Lush Cosmetics will be performed.Lush is a cosmetics retailer headquartered in Poole, Dorset, United Kingdom. The company was founded by Mark Constantine, a trichologist, and Liz Weir, a beauty therapist. The company evidenced worldwide sales of £723 million in 2016 along with the increment of 26 percent in the revenue over the previous year1. Lush operates 105 stores across the UK and more than 900 stores in 50 countries around the world. The company produces creams, soaps, shampoos, shower gels, lotions, moisturizers, scrubs, masks and other skin care and cosmetic products for the face, hair, and body using only vegetarian or vegan recipes.One of the major competitors of the Lush Cosmetics includesof Sephora which is a Paris, France–based multinational chain of personal care and beauty stores. The main target audience of Lush Cosmetics is working women between 18 and 45 years old2. The target audience of the company belongs to the higher middle class or elite class of the society and is well educated. Lush has strong values, for this reason its audience tends to be very specific. The company bases all its products on organic and natural ingredients so they can be considered as 1Aronczyk,Melissa."Market(ing)activism:LushCosmetics,EthicalOil,andtheself-mediationof protest."JOMEC Journal4 (2016). 2Rao, Sruthi P. "Conundrums in Commercial Cosmetics: Interrogating the Effectiveness of Market-Based Strategies for Poverty Alleviation and Women’s Empowerment in Argan Oil and Shea Butter Economies."Undergraduate Journal of Global Citizenship2.2 (2017): 7.
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4MARKETING environmental sustainable and social responsible. Therefore, its target is composed by people that care about the environment, the wildlife and their health. Lush has many contemporary issues, one of it is thatLush strongly supports is animal rights.The company does not test on animals and does not use materials that contain animal derivatives that are unsuitable for vegetarians. Raw materials are bought from companies that are not involved in the use of or commission the use of, animals for testing and have no plans to do so in the future. The company strongly that it is possible to invent, manufacture and bring to the market an entire range of products without any involvement in animal testing. Lush is also aware of environmental issues and has tackle ways to decreases its waste. In order to deal with the wastage that is caused by packaging, Lush use very limited amount of product for packaging3. Not only this, consumers possess the freedom of buying Lush products without packaging. Apart from this, the company has invented several numbers of innovative products like its shampoo bars.Accordingtoasurvey,bysellingshampoobars,thecompanysavesthesaleof approximately 6 million plastic bottles per year. Task 1 Analysis of the background From time immemorial, cosmetics and skin care companies are using animals to test the effectiveness of their products. Cosmetics testing on animals are generally used for testing the hypoallergenic as well as safety properties of products for the use of humans. Considering the act 3Blythe, Jim, and Jane Martin.Essentials of marketing. Pearson UK, 2019.
5MARKETING that during the testing process, a good number of animals get harmed or even get killed, this process of testing cosmetics is strongly opposed by animal rights activists. Relying onanimal researchandtestingto protect and improve human health is not only unsafe, but also expensive, time-consuming, and unreliable. Hence, the mentioned issue is a ,ajor social issue in the global cosmetic industry. Social marketing environment With the increasing adverse effect of environmental issues on the society, consumers are getting more and more concerned about social and environmental sustainability. In the cosmetics industry, the consumers of UK, specially, consumers who belong to the upper middle class as well as elite class of the society, are getting inclined towards green cosmetics. Hence, the demand for green cosmetic brands like Lush is increasing in the cosmetics industry of UK4. From the first of its business, Lush has been demonstrating high commitment when it comes to animal rights. The company is strongly against testing their products on animals. In addition to this, the management of Lush also ensures that their supplier chain is not involving suppliers who uses the animal testing process for testing their products.Raw materials are bought from companies that are not involved in the use of or commission the use of, animals for testing and have no plans to do so in the future. 4P analysis of the Lush cosmetics Product mix The products of the company are defined by its consumers in three simple words, namely, green, fresh and verdant. The Company manufactures body and skin care products using only 4Lundberg, Elinor, Ronja Geel, and Malin Hornebrant. "An Experience A Day Keeps The E-Commerce Away: Exploring experiential marketing within the body cosmetics retail industry." (2018).
6MARKETING vegetarianas well as vegan recipes. The products manufactured by Lush are 100 percent vegetarian and contains vegetable and fruits and chief ingredients like coconut, papaya, rosemary oil, avocado butter, vanilla beans grapefruit juice, beeswax, honey, eggs, milk and lanolin. The chief products offered by the company include face products like teeth Products, Shaving Items, Lip Care, Masks, Steamers, Toners, Moisturizers and Cleansers along with shower, hair products andcosmetics5.Anothermajorofferingofthecompanytotheconsumersincludesits transparency. All the ingredients use in products is shown with the help of two colours.Green is for fresh and natural and black for are synthetics. By this way they ensure that they do not trick customers and are honest with their ingredients list. Lush market themselves as an eco-friendly company and attract customer that are environmentally conscious. Place mix As being discussed earlier the company id a highly popular global brand and possess more than 900 stores in 50 countries6.Manufacturing facilities of the products of the company have been set up at a good number of places like Dorset and Poole in the United Kingdom, Zagreb in Croatia, Ontario, Toronto, British Columbia and Vancouver in Canada and Dusseldorf in Germany. In order to ensure the freshness in their products all the products offered t the consumers by Lush are made with the help of hands instead of machines.. This is one of the main attributes that attracts customer to purchase lush products Price Mix 5Lin, Yifeng, etal. "An Exploratory Study of ConsumerAttitudesTowardGreenCosmetics in theUK Market."Administrative Sciences8.4 (2018): 71. 6Ramli, Nur Suhaili. "Green marketing: a new prospect in the cosmetics industry."Sustainable entrepreneurship and investments in the green economy. IGI Global, 2017. 200-230.
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7MARKETING When it comes to the product range of the products offered to the consumers by the company, Lush price themselves with using the premium pricing strategy. Since all of its products are handmade and natural, it tends to be a little costly. The manufacturing cost of the organic products is more than chemically produced products. The company target customers who are interested and wants to adopt a natural and vegan lifestyle. Customers located in populated cities do not hesitate to pay higher cost for products that are 100 percent natural, organic and when the company is supporting good causes. Lush also manage to cut cost with their packaging. They recycle used containers and established packaging-free products where customers bring their own containers to further cut costs. Promotion Mix Being a popular organic brand, Lush has adopted a good number of marketing polices for promoting its products in the consumer market. On the promotion side, Lush is known for its high and unique quality products and in order to maintain this reputation, the company offers the products to the consumers in its signature black tub that contains its unique trademark7. Lush uses an unconventional marketing approach, they do now abide to the traditional rules on marketing such as displaying ads on television or big billboards ads. They do not want to promote consumerism and belief that their products are the only testament they need to show their quality. Considering the fact that ensuring sustainable environment is the chief aim of the brand, Lush always uses its sustainable techniques to grab the attention of the consumers. For instance, as a part of its marketing policy, Lush offered the consumers with a fresh face mask in 7Vu, Khanh. "From design thinking to commercialisation of innovation-Case: Bio-Xylitol production technology in cosmetics and skin care market." (2017).
8MARKETING return of 5 black pots8. The chief aim of this marketing policy is t o gain the good will of the consumers by demonstration of sustainability. The brands prefer using social media to interact with their customers about social campaign with good causes. Considering the fact that lush is strictly against testing of cosmetic products on animals, the company tests its products on human volunteers in order to ensure that the products are dermatologically safe. Social marketing campaigns Lush has strongly advocate against animal testing and has made several campaign to back support. In the year 2007, a Charity pot Campaign was launched by Lush. The aim of the campaign was to enhance the financial resources of small scale organizations that are working for human rights, animal welfare as well as environmental conservation. The company donated 100 percent of its revenue gained from selling each and every product of its outlets to the mentioned organizations. Since it launch, the company donated an amount of 10 billion dollars to approximately 850 charity organizations located at 42 different countries.They had a prolific campaign on 24th of April 20129.A young woman was dragged through the streets of London to the flagship Regent Street store where she was placed in the window on a bench, like a laboratory animal, and experimented on in the full view of horrified shoppers. The audience was then encouraged to sign the cosmetics testing directive petition to ban the sale of all animal tested products in the EU.The petition was available in all Lush shops and online at the Lush website and all Lush stores were encouraged to hold their own demonstrations as the 24th of 8Voigt, Kai-Ingo, Oana Buliga, and Kathrin Michl. "Pure Beauty: The Case of The Body Shop."Business Model Pioneers. Springer, Cham, 2017. 25-39. 9Borges, Amanda Espósito, Lucas Ferrari Pinto dos Santos, and João Luiz de Moraes Hoefel. "Socioenvironmental Policies in Brazil and England in a Cosmetics Industry—A Comparative Study."Social Responsibility and Sustainability. Springer, Cham, 2019. 357-372.
9MARKETING April is World Animals in laboratories day. The idea of this campaign was to show how horrific animal testing is to the public eye. Apart from the above discussed campaigns, Lush is a major supporter of the Sea Shepherd, an organization that works in order to protect the aquatic animals. In order to demonstrate is support, the company has participated in a good number of Corporate Social Responsibility Campaigns that includesNo Nukes, Stop the Tar Sands and Save the Seals. The company strongly believes in content marketing. In order to gain the attention of its consumers as well as to stay in direct touch with them, Lush offers stories, videos as well as products information through its official websites. In addition to this, the company, gathers feedback from its consumers and uses the same in a constructive way by making healthy changes towards the betterment of its brands as well as products. It is also works for cutting environmental wastes with the help of using minimum packaging along with recycling its products10. The company has launched a new application for dealing directly with its consumer. In addition to this, the brand also promotes heavily with the help of its shop windows that are designed to educate its consumers. Importance of ethical behaviour while delivering social marketing programme Lush strongly supports ethical behavior from the core of its business. The company believes in ethical buying of its raw materials. Lush source the finest essential oils and absolutes, the best natural raw materials, safe synthetics, 100% recycled packaging and removing palm oil from their products. Some of the ethical consideration when they buy are, employeesrights- health and safety, freedom to leave, fair pay, working hours, discrimination, no child labour, 10Wilson, Nicholas, Evan Theodorus, and Pauline Tan. "Analysis of factors Influencing green purchase behavior: A case study of the cosmetics industry In Indonesia."Jurnal Muara Ilmu Sosial, Humaniora, dan Seni2.1 (2018).
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10MARKETING environment-organic and sustainability11. Lush has also stopped using approximately 250 tonnes of palm oil in an effort to save the Orangutan and its threatened habitat in Indonesia’s rainforests. Lush has countless records of good ethical behavior, it is important to them as they want to promote a sustainable lifestyle and gain customers trust and loyalty by making a positive impact. This shows that Lush applies cause-related marketing which is a communications tool for increasing customer loyalty and building reputation. The expected change in a company's image because of CRM campaigns appears to depend a great deal upon how customers perceive the reasons for a company's involvement in cause-related programsand the amount of help given to the cause through a company's involvement (Webb and Mohr, 1998). It is important for Lush to help and support good causes type campaign as it strengthens their belief and values as brand. As Lush has established as an environmental friendly brand, they have to demonstrate in what capacity they support the environment. This way customer will be confident in purchasing lush products when they see the programs the brand supports. Ethical behavior of a brand can bring significant benefits to Lush. One is it attracts customers to products, Lush has used this to their advantage with attracting customer that are eco conscious when buying. Lush is trusted among those buyers and will likely tell the friends and family to purchase at lush too. This will result in boost of sales and profits for the company and it long term build a longer relationship. Ethical behavior also has its benefit internally of a business. Companies, who are fair, treat equally and honest will retain good employees. It enables the company to get talented staffs that want to work with business in long term which results in reduced recruitments cutting costs. 11Ali, Saqib, Fairol Halim, and Norzieiriani Ahmad. "Beauty Premium and Halal Cosmetics Industry."Journal of Marketing Management and Consumer Behavior1.4 (2016).
11MARKETING Task 2 Segmentation and Targeting strategy of Lush cosmetics When it comes to the demographic segmentation of Lush cosmetics, Lush targets a specific demographic. They tend to be mostly female as their products include make up. But they are open to both male and female. The demographic age is 18-35 years old, they market to this age with colorful design and funny products name. The income of demographic is middle to high income levels as Lush set their prices fairly higher than similar average products. The education of demography is varied but consumers have knowledge on sustainability and animal right issues. The lifestyle of consumer is people who are looking for ethical and eco-friendly products and natural quality products12. Lush have many effective social marketing campaign. An example is the “charity pot” campaign. Lush made a product called charity pot which is a hand and body lotion. Every purchases of the product through their store and online is donated 100% to variety of small grassroots charities including environmental conservation, animal welfare, and human rights, Lush has donated more than $33,000,000 to over 2450 grassroots charities in 42 countries. This was a effective social marketing campaign as their customers are already inclined toward a greener lifestyle and gain more trust as they showed support toward that lifestyle. Lush also gain new potential customers that maybe weren’t aware of the good cause that lush is supporting When it comes to the behavioural segmentation, the target consumers of the mentioned organization include vegetarians/vegans, and animal rights activists. Usually, marketers consider 12Amos, Chloé Felicity, et al. "The Virtuous Circle: Hard Sustainable Science Versus Soft Unsustainable Science WithinMarketingFunctionsofFashionandLuxurySectorsandHowtoPrevent‘SoylentGreen’from Happening."Textiles and Clothing Sustainability. Springer, Singapore, 2017. 75-87.
12MARKETING the target market before the manufacturing of the products. However, Mark Constantine, being beauty therapists emphasized on making fresh products free of animal testing before setting their target. The owners of the company truly believes that morality of an organization is highly crucial and this in turn is reflected in the in the products of the company and thus the company was spontaneously segmented into the market. Considering the fact that the products o the company are not discriminatory, they are not considered to be a part of the ethnic segmentation. A good number of organizations try to aim their products to specific ethnicities. For example, while some shampoo companies prefers to target black haired consumers by marketing their shampoos for black hair only, some companies markets their products for white hairs. Since Lush does not possess any ethnic segmentation, they serve the consumers on the basis of their skin and hair care issues. Lush's hairproducts are made specifically to target "problematic hair" such as; dry scalp, frizzy hair, etc13. Another example of the fact that Lush does not serve any specific ethnic group is its wide range of foundation. The foundation range of Lush cosmetics has enough shade range that can serve porcelain skin as well as extremely dark skin. Positioning of Lush cosmetics Lush is considered to be a self-proclaimed cosmetics grocery brand and its experience in store is considered to be an integral part of its brand positioning. The stores are designed in such a way that enables and encourages the consumers to test and smell the sample products. Along with this, the visual as well as the verbal language of the brand assist in creating a holistic experience. Along with this, the company does not have to compete with its competitors on the basis of its price since no other brands provides the same quality, experience and products to the consumers.This positioning works very well for Lush as indulging in their products is a 13Chiu, Shu-Ping, and Li-Wen Chuang. "Analysis on the development trend of green cosmetics."2017 IEEE International Conference on Consumer Electronics-Taiwan (ICCE-TW). IEEE, 2017.
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13MARKETING pampering,guilt-freeandfunexperienceforcustomers.Lushpositionitselfasorganic cosmetics brand made from natural ingredients, vegetarian, eco friendly and fight against animal testing. An example of a similar brand is The Body Shop. It is British cosmetics, skin care and perfume company14. The body shop has also similar values with Lush as they are against animal testing and commitment to environmental protection. Lush and the Body Shop are close rivals and are trying to outperform one another. A key way lush differentiated itself is by going against the grain of over consumption of promotion by refusing to launch traditional marketing strategies. Lush differentiates themselves from the Body Shop by having a more playful edge to their brand. As most company have a professional and serious side, Lush has its a fun side15. For example, their quirky products name like sushi where the products resembles a piece of sushi or “honey I washed the kids” soap which looks like a honey bar. Lush use this to their advantage to differentiate themselves. Lush managed to attracts they younger consumers with this tactic. I would recommend Lush to do social marketing campaign where they ask their customers to name products and whichever one has the highest vote and funniest on social media, they would use it. This way they can attract new customers in and promote their fun edge. 14Vázquez-Burguete, José Luis, César Sahelices-Pinto, and Ana Lanero-Carrizo. "Corporate social responsibility and consumer behavior in the cosmetics sector: a study in the Spanish context."International Review on Public and Nonprofit Marketing14.3 (2017): 375-390. 15Roy, Karnak, and Kohinoor Chatterjee. "IMPORTANCE OF RESPONSIBLE RESEARCH AND INNOVATION (RRI) AND GREEN MARKETING IN INDIAN CHEMICAL INDUSTRY."RESPONSIBLE MARKETING FOR SUSTAINABLE BUSINESS(2016): 143.
14MARKETING Task 3 Campaign planning Being a globally renowned organization, operating in both developed and developing countries, it is highly crucial for Lush to maintain its focus on environmental sustainability. The management of the organization believes that when it comes to waste , less is more. The company is always striving to diminish the environmental impact without negotiating on the quality of the products. In order to reduce wastes that occurs due to packaging, the company has worked on and invented skin and hair care products that eliminates the need of packaging altogether16. This has led to the revolutionary situation where approximately 35 percent of the products sold by the organizations are ‘naked”. In products where elimination of packaging is not possible, the company is planning to reduce the usage of packaging. Lush has already stopped the usage of paper and cellophane gift wrapping and instead is using fabric knot wraps. Not only are the fabric wraps reusable as gift wrap or as an accessory, they’re made from either 100% organic cotton or a fabric that’s woven from recycled plastic bottles.However, the company is now planning to shift the investment cost on the outer covering of the products and instead use the same for enhancing the quality of the product. Considering the fact that the current focus of the Company is to reduce environmental waste, I would develop a “reduce waste” campaign for Lush as they are already a big eco- friendly brand. Lush can address the issue of plastic pollution in the environment. In many of the developingcountrieslikeChina,Indiaandothers,cosmeticcompaniesareusingplastic containers in order to pack their products. These plastics are highly harmful for the environment 16Ma, Guanghui, Pei-Luen Patrick Rau, and Zhi Guo. "The effects of Environmental Awareness and Consumption Value on Green Makeup Product Purchase Intentions."Psychology9.07 (2018): 1898.
15MARKETING since plastic takes millions of decade to degrade completely. Besides that usage of plastic is harming the aquatic life to a fatal extent. Hence as a company with effective Corporate Social Responsibility, Lush needs to initiate the “Reduce Waste” campaign. The campaign will involve a rewarding system where consumers who will bring their own containers for refilling their necessary products will be provided with rewarding points. Since Lush has the zero packing system where customers can bring their own containers and refill the desired product, it will be easier for the company to motivate is consumers to bring their own containers for buying lush products. Lush can create a reward program where if customers bring their own containers, they can get points where it can be converted to varieties of promotion. That is, consumers who have collected a specific number of points will be given free products from the Lush Stores17. A list of products and the points needed to obtain the same will be developed as well as published by the company. The concept of obtaining free lush products will extrinsically motivate the consumers to bring their own contains while shopping at Lush. Along with establishing the campaign, promoting the same is also crucial in order to ensure the success of the campaign. Lush can strengthen it Lush can strengthen this campaign by asking customers to promote this campaign on their social media by sharing and reposting the campaign. In case the consumers are able to show the proof of sharing the campaign on social media such as Instagram, customers can get extra points. This will help to give more awareness of the plastic pollution and customers will feel obligated to use less plastic. In order to promote the campaign Lush should opt for social media platforms along with its own official websites. Lush needs to develop interesting contents demonstrating the motive o 17Lin, Yifeng, Shaohua Yang, and Haniruzila Hanifah. "An Exploratory Study of Consumer Attitudes Towards Green Cosmetics in The United Kingdom (UK) Market."Global Conference on Business, Hospitality, and Tourism Research (GLOSEARCH 2018). 2018.
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16MARKETING the company behind the campaign and ho the campaign works. This will be beneficial for the organization in two ways. First of all, promoting the campaign will help the company to enhance social awareness about the harmful impact of plastics. On the other hand, the campaign will help lush to obtain the good will of the consumers. Consumers will notice the CSR activities of the organizationtowardsenvironmentalsustainabilityandthisinturnwillmotivatethem intrinsically to buy product from Lush. Along with intrinsic motivation, the free reward system will enhance the extrinsic motivation of the consumers to be a part of the campaign. Another major benefit that will be gained by the company is that in case the campaign gains success, the company does not have to invest on its packaging18. Instead Lush will be able to invest the amount on enhancing the quality of the product. Thus it can be clearly understood that the mentioned campaign will be highly beneficial both the revenue as well as corporate Social Responsibility of the lush Cosmetics Ltd. 18Wilson, Nicholas, Evan Theodorus, and Pauline Tan. "Analysis of factors Influencing green purchase behavior: A case study of the cosmetics industry In Indonesia."Jurnal Muara Ilmu Sosial, Humaniora, dan Seni2.1 (2018).
17MARKETING Reference list Ali, Saqib, Fairol Halim, and Norzieiriani Ahmad. "Beauty Premium and Halal Cosmetics Industry."Journal of Marketing Management and Consumer Behavior1.4 (2016). Amos, Chloé Felicity, et al. "The Virtuous Circle: Hard Sustainable Science Versus Soft Unsustainable Science Within Marketing Functions of Fashion and Luxury Sectors and How to Prevent‘SoylentGreen’fromHappening."TextilesandClothingSustainability.Springer, Singapore, 2017. 75-87. Aronczyk, Melissa. "Market (ing) activism: Lush Cosmetics, Ethical Oil, and the self-mediation of protest."JOMEC Journal4 (2016). Blythe, Jim, and Jane Martin.Essentials of marketing. Pearson UK, 2019. Borges, Amanda Espósito, Lucas Ferrari Pinto dos Santos, and João Luiz de Moraes Hoefel. "Socioenvironmental Policies in Brazil and England in a Cosmetics Industry—A Comparative Study."Social Responsibility and Sustainability. Springer, Cham, 2019. 357-372. Chiu,Shu-Ping,andLi-WenChuang."Analysisonthedevelopmenttrendofgreen cosmetics."2017 IEEE International Conference on Consumer Electronics-Taiwan (ICCE-TW). IEEE, 2017. Lin, Yifeng, et al. "An Exploratory Study of Consumer Attitudes Toward Green Cosmetics in the UK Market."Administrative Sciences8.4 (2018): 71.
18MARKETING Lin, Yifeng, Shaohua Yang, and Haniruzila Hanifah. "An Exploratory Study of Consumer Attitudes Towards Green Cosmetics in The United Kingdom (UK) Market."Global Conference on Business, Hospitality, and Tourism Research (GLOSEARCH 2018). 2018. Lundberg, Elinor, Ronja Geel, and Malin Hornebrant. "An Experience A Day Keeps The E- Commerce Away: Exploring experiential marketing within the body cosmetics retail industry." (2018). Ma, Guanghui, Pei-Luen Patrick Rau, and Zhi Guo. "The effects of Environmental Awareness andConsumptionValueonGreenMakeupProductPurchaseIntentions."Psychology9.07 (2018): 1898. Ramli, Nur Suhaili. "Green marketing: a new prospect in the cosmetics industry."Sustainable entrepreneurship and investments in the green economy. IGI Global, 2017. 200-230. Rao, Sruthi P. "Conundrums in Commercial Cosmetics: Interrogating the Effectiveness of Market-Based Strategies for Poverty Alleviation and Women’s Empowerment in Argan Oil and Shea Butter Economies."Undergraduate Journal of Global Citizenship2.2 (2017): 7. Roy, Karnak, and Kohinoor Chatterjee. "IMPORTANCE OF RESPONSIBLE RESEARCH ANDINNOVATION(RRI)ANDGREENMARKETINGININDIANCHEMICAL INDUSTRY."RESPONSIBLE MARKETING FOR SUSTAINABLE BUSINESS(2016): 143. Vázquez-Burguete, José Luis, César Sahelices-Pinto, and Ana Lanero-Carrizo. "Corporate social responsibilityandconsumerbehaviorinthecosmeticssector:astudyintheSpanish context."International Review on Public and Nonprofit Marketing14.3 (2017): 375-390.
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19MARKETING Voigt, Kai-Ingo, Oana Buliga, and Kathrin Michl. "Pure Beauty: The Case of The Body Shop."Business Model Pioneers. Springer, Cham, 2017. 25-39. Vu,Khanh."Fromdesignthinkingtocommercialisationofinnovation-Case:Bio-Xylitol production technology in cosmetics and skin care market." (2017). Wilson, Nicholas, Evan Theodorus, and Pauline Tan. "Analysis of factors Influencing green purchase behavior: A case study of the cosmetics industry In Indonesia."Jurnal Muara Ilmu Sosial, Humaniora, dan Seni2.1 (2018). Wilson, Nicholas, Evan Theodorus, and Pauline Tan. "Analysis of factors Influencing green purchase behavior: A case study of the cosmetics industry In Indonesia."Jurnal Muara Ilmu Sosial, Humaniora, dan Seni2.1 (2018).