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Evolução das estratégias de marketing ambiental e o simbolismo da rotulagem sustentável na indústria dos cosméticos: o caso da Garnier, L’Oréal
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Abstract(s)
A presente dissertação pretende estudar o simbolismo da rotulagem dos produtos como
forma de comunicação das marcas de cosméticos, e desta forma, compreender se podem ser
classificados como sustentáveis pelo consumidor.
Através de organismos de certificação europeia é possível perceber quais são os produtos
com características sustentáveis considerando parâmetros específicos, mas para isso, é
necessário compreender quais são estes organismos e identificá-los através dos símbolos
presentes na rotulagem dos produtos (Carrulo, 2020).
Por um lado, muitas marcas recorrem a esta simbologia para comunicar práticas
sustentáveis. Por outro lado, as marcas enfrentam também o desafio financeiro para a utilização
dos símbolos certificados, mesmo cumprindo os requisitos para os utilizarem (ICEA, 2022;
Raposa Herbivora, 2018).
O consumidor apesar de cada vez mais consciente, ainda é bastante desinformado e
reticente face às alegações de sustentabilidade que muitas vezes são utilizadas como
argumentos falsos, constituindo greenwashing (Carrulo, 2020). É por isso importante
compreender qual a influência desta rotulagem nas práticas de consumo.
Desde 2019 que a Garnier tem apostado intensivamente no marketing ambiental e tem
vindo a alterar vários aspetos que em muito contribuem para a diminuição do impacto
ambiental, incluindo adoção de novas certificações. Ainda assim, é importante refletir se essa
aposta se traduz numa influência positiva de consumo sustentável.
The present dissertation intends to study the symbolism of product labeling as a form of communication of cosmetic brands, and in this way, to understand if they can be classified as sustainable by the consumer. Through European certification bodies, it is possible to understand which products have sustainable characteristics considering specific parameters, but for that, it is necessary to understand which these are and identify them through the symbols present on the product labeling (Carrulo, 2020). On the one hand, many brands use this symbology to communicate sustainable practices. On the other hand, brands also face the financial challenge of using certified seals, even meeting the requirements to use them (ICEA, 2022; Raposa Herbivora, 2018). The consumer, although increasingly aware, is still quite uninformed and reticent in the face of sustainability claims that are often used as false arguments, constituting greenwashing(Carrulo, 2020). It is therefore important to understand the influence of this labeling on consumption practices Since 2019, Garnier has invested heavily in environmental marketing and has been changing several aspects that greatly contribute to reducing environmental impact, including the adoption of new certifications. Even so, it is important to reflect on whether this bet translates into a positive influence of sustainable consumption.
The present dissertation intends to study the symbolism of product labeling as a form of communication of cosmetic brands, and in this way, to understand if they can be classified as sustainable by the consumer. Through European certification bodies, it is possible to understand which products have sustainable characteristics considering specific parameters, but for that, it is necessary to understand which these are and identify them through the symbols present on the product labeling (Carrulo, 2020). On the one hand, many brands use this symbology to communicate sustainable practices. On the other hand, brands also face the financial challenge of using certified seals, even meeting the requirements to use them (ICEA, 2022; Raposa Herbivora, 2018). The consumer, although increasingly aware, is still quite uninformed and reticent in the face of sustainability claims that are often used as false arguments, constituting greenwashing(Carrulo, 2020). It is therefore important to understand the influence of this labeling on consumption practices Since 2019, Garnier has invested heavily in environmental marketing and has been changing several aspects that greatly contribute to reducing environmental impact, including the adoption of new certifications. Even so, it is important to reflect on whether this bet translates into a positive influence of sustainable consumption.
Description
Keywords
Setor dos cosméticos Sustentabilidade Marketing ambiental Greenwashing Certificação L’Oreal Garnier