How do organic cosmetics currently communicate on their products? How may they improve the current communication? How the green marketing can improve this communication?

Résumé du document

This is a research which will be conducted on Bio Cosmetic products and marketing of these products. To elaborate further, the objective of this research is to demonstrate that a company can sell better products (i.e. nature free organic cosmetics) with the help of good marketing concepts and the concept of retaining the ethical image of the company.Bio cosmetics are a fast growing industry. Their success has been acknowledged throughout the world especially in the last few decades. According to Rita STIENS, ?The supreme goal is to define a better level of quality' and that ?Environmental conservation is one of a vital concerns for the natural cosmetic.' Finally she concluded by saying, ?If in doubt, always pitch on the security.' In addition, it has been decided that a qualitative investigation was to be arranged with professionals of the organic cosmetic industry to investigate on the different sales techniques in the communication area. The research questions outlined for the proposed study are as follows:
? How do organic cosmetics target the consumer markets? What are the awareness schemes in terms of brand recognition and advertising modes being adopted by the company?
? How can the cosmetic industries improve their current communication streams?
? Is it possible for green marketing to play a part in improving this communication?

Extraits

[...] They can improve they communication using the green marketing but in a different way than conventional cosmetics used it. They will use labels, informative communication and communicate on their corporate Conclusion Last comment from the Sanoflore CEO: that the word has senses, the quality, the security and the ethic of products should be guaranteed. This required controlling the entire field from the cultivation of the plant seed to the final product” Stéphane Richard, the Sanoflore CEO. References Books Ethique ou cosmétique Paul-F. [...]

[...] There is a multiplication of TV show, articles, blogs, and books dedicated to beauty products Parabens phenomenon Since a while, some ingredients are suspected according to Scientifics and it is largely divulge through Medias. The most famous one is ‘Parabens', it is used in 80% of cosmetic products. This substance is blamed to cause breast cancer according to a study in 2004 in Journal of Applied Toxicology'. “Parabens are used as preservatives in many thousands of cosmetic, food and pharmaceutical products to which the human population is exposed. [...]

[...] It appears that these products have a lack concerning their communication, why and is possible to improve it? 5 Aims This following research will clarify the bio cosmetic sector and which marketing communication should adopt these kinds of companies. It could be interesting to know for a company which behaviour it has to adopt face to the bio cosmetics consumer. These arguments lead to the following research questions/objectives: How do organic cosmetics currently communicate on their products? How may they improve the current communication? [...]

[...] The others do not know at all give a non Bio cosmetic product which most of the time has a green marketing and the 53% remaining know nothing about the Bio cosmetic notion. According to Fill (2002) marketing communication is a management process through which an organisation enters into a dialogue with its various audiences”. In this case the communication has not been efficient. The message between Bio cosmetics companies and customers has not been transmit. These answers confirm also the study (Brengman et al., 2001) analysed in the literature review showing that many customers have serious problem of confusion, in this questionnaires 20% has named non Bio cosmetics because these products use a efficient green marketing and make the confusion to customers mind. [...]

[...] It becomes also a persuasive selling point Excess of chemical production Nobody knows really what effects of synthesis chemical products are. Thee are chemical ingredients used and only of them have known effects (Greenpeace, 2006). Scientists wondered on the possible effects on the long range of an overproduction of synthesis chemical molecules. How it will be possible to decimate all this because most of them are none biodegradable. What will the consequences on the human health? And how evaluate the noxiousness knowing that there are also harmful substances in cleaners, food, painting, colouring, cosmetics and so on. [...]