Apidays New York 2024 - Accelerating FinTech Innovation by Vasa Krishnan, Fin...
Smart Beauty: Sustainable Marketing
1. SMART Beauty
By Maybelline
GGU MKT 302
Professor Dr. Chet Chaffee
Spring 2013
Piyanuch Kangwankijwanich (Tu)
Wanich Hathagitjamroen (Hui)
Kanokwan Watkum(Wan)
3. SMART Beauty
INTRODUCTION
Lipstick is a product that is used daily by women, and
there are rumors about lead contamination.
Maybelline lipstick color FF 205 or Pink Patel
contained the highest lead.
Benefits for Maybelline IF it launches green cosmetics
Lessen notorious reputation
Create competitive advantage over competitors by
improving the brand image
Decrease production costs in a long-term
4. SMART Beauty
LEAD IN LIPSTICK
Posted by Dr. Claudia Pirisi, Oncologist. Dr. Elizabeth Ayoub, biomolecular and
medical is issued an alert for lipsticks containing lead, which is a carcinogen. The
brands that contain lead are:
CLINIQUE, ESTÉE LAUDER, SHISEIDO, RED EARTH (Lip Gloss), CHANEL (Lip
Conditioner), MARK AMERICA, MOTIVES LIPSTICK, AVON
Take this test:
1. Put some lipstick on your hand
2. With a gold ring on this lipstick pass it
3. If the lipstick color changes to black, then you know that contains lead
5. SMART Beauty
•
•
•
•
•
Like-mind celebrity
Intelligent & stylish image
•
International cosmetic
brand
•
Alternative choice
for green consumers
Product testing on
animals
•
Strong R&D teams
Strong supply chain
Low price positioning
•
•
Intense competition
High costs of advanced
technological
7. SMART Beauty
TARGETED CUSTOMERS
Women aged 16-45 who always
wear colored lipstick
Moderate income and live in major
states such as New York, California,
Illinois, etc.
Chic, modern, love fashion,
health-conscious
Price sensitivity
Use public transportation, donate to
non-profit organizations
3R: Reduce (electricity usage),
Reuse (tote bag), Recycle (waste)
8. SMART Beauty
BUSINESS OBJECTIVES
LONG-TERM GOALS
SHORT-TERM GOALS
C2C LCA
zero waste
Reduce carbon footprint
Energy effectiveness and
efficient
• Decrease production costs
• Support local communities
• Packaging scorecard
• Waste/recycling audit
• Sustainable plants and
building
• LEED Accreditation
• Animal welfare policy
• Cross-functional working
groups
• Training process
• Increase sales 5% quarterly
• 30% of the market share
• 50% customers’ awareness
•
•
•
•
10. SMART Beauty
PRODUCT LIFE CYCLE
Raw material
100% natural ingredients
No harmful effects for humans
Botanical oil: moisture and smooth
Super plants: natural colors
Packaging
Ingeo producer Nature Works
Biopolymer (from plants)
50% less GHG
30% less non-renewable energy (than PVC)
11. SMART Beauty
PRODUCT LIFE CYCLE
Supplier
Well-managed organic farm
Require to comply with all laws
Fair trade USA
Educating farmer
Transportation
UPS
Sustainable company
Reduces carbon footprint
Top score on the CDLI (99 out of 100)
12. SMART Beauty
PRODUCT LIFE CYCLE
Manufacturing processes
Sustainability trainings for employees
Reuse,Recycle, and Reduce
No toxins and heavy metals
Wastewater treatement system
Solar cell system
Retailer
Non-toxic cosmetic retailers
CVS, Walgreen, and Target
Screening out the chemical products
Communicate safety commitments
13. SMART Beauty
PRODUCT LIFE CYCLE
End-users and Disposal
Remain high performance
Returning package policy
Discounts and gifts
Promote recycle
Disposal processes
Eliminate wastes
Never leave toxins and chemicals
14. SMART Beauty
PRICE
Customers are price sensitive
Price and Quality based strategy
Slightly higher than market price
Product differentiation
16. SMART Beauty
DISTRIBUTION
Directly to Customers
Through Retailers
Online shopping and the mobile application
provide more detailed product descriptions
Convenience stores and Drugstores e.g. Walgreens,
CVS/pharmacy, and drugstore
Supermarkets e.g. WholeFood, Safeway
University grocery stores
Communicate the sustainable campaign quickly
Through Wholesalers
Discount Stores: Wal-Mart, Target, and Costco
Design the special sustainable packaging for large volume
orders
17. SMART Beauty
PROMOTION AND COMMUNICATION
Sponsorship
- PETA
- GEF
- PINK
Sale
promotion
- Co-branding
Make-up
consultants
- Educate
biochemical in
cosmetic
Smart
Beauty
Internet
- Social media
- Blogger
Public
Relation (PR)
Event
Marketing
18. SMART Beauty
PROMOTION AND COMMUNICATION
Sponsorship: donates funds to support three organizations
PR press
Animal Protection: The Ethical Treatment of Animals (PETA)
Environmental Protection: The Global Environment Facility (GEF)
Human Right: The Pink Fund
Promote the company’s products and sustainable activities
Persuade the media outlets such as blogs, The New York Times,
The Wall Street Journal
Event marketing
Promote product launching by tradeshow or roadshow
Display products in the universities and offices
19. SMART Beauty
ANIMAL TESTING FOR COSMETIC PRODUCTS
L'Oreal, Lancôme, MAC,
Estée Lauder, Cover Girl,
Revlon, Maybelline, Clinique,
Olay, Neutrogena, etc.
It's not just rabbits and mice, it's
cats and dogs too.
20. SMART Beauty
PROMOTION AND COMMUNICATION
Sale promotion
Make-up consultants:
offer special promotions
created co-branding strategy: sustainable cosmetic bags
Product redemption promotion: return getting a discount
Teach make-up artists the right method
Use natural products and ingredients
Educate to evaluate materials and labels in cosmetic products
Internet promotion
Social media: Facebook, Twitter, YouTube, and Pinterest.
Provide product description details
Update new product launching
Promote PETA, GEF, and PINK information and activities updated
Make relationships with bloggers: TreeHugger, Committee to Protect
Journalists Blog, and Animal Rights blog
21. SMART Beauty
PEOPLE
Rotates employees to join non-profit organizations and
boost ethics
Encourages employees to reduce environmental impact
Reduce CO2 emissions: reduce electricity, gas and
diesel consumption.
Reduce waste: separating the type of waste and use
recycled, reused, and repaired products and
packages
Reduce domestic water consumption: minimize use
through low-flush toilets, metering and other devices
22. SMART Beauty
REFERENCES
About us. (n.d.). Retrieved March 29, 2013, from The Pink Fund website:
http://www.thepinkfund.org/about_the_pink_fund.php
All about PETA. (n.d.).Retrieved March 31, 2013, from PETA website:
http://www.peta.org/about/learn-about-peta/default.aspx
Environment. (2011). Retrieved from Corporate Sustainability Report of UPS:
http://www.responsibility.ups.com/community/Static%20Files/sustainability/
2011_UPS_CSR_Environment.pdf
Environmental working group. (n.d.). Lipstick. Retrieved from http://www.ewg.org
Ingredients Glossary. (n.d.). Retrieved from the Organic Pharmacy website:
http://www.theorganicpharmacy.com/health/expert-advice/organic-ingredients/173#
Linda, C. (2011, March). Activia yogurt in bioplastic cups introduced to German market.
Retrieved from Packaging Digest website:
http://www.packagingdigest.com/article/518409Activia_yogurt_in_bioplastic_cups_introduced_to_the_German_market.php
Making A Difference. (n.d.). Retrieved from NatureWorks LLC website:
http://www.natureworksllc.com/Product-and-Applications/Folded-Cartons
Romanowski, S. (2012, July). Color cosmetic. Mintel.
Sustainable Development. (2008). Retrieved from SCG website:
http://www.scg.co.th/en/05sustainability_development/03_sustainability_report.html
What is the GEF. (n.d.). Retrieved March 31, 2013, from GEF website:
http://www.thegef.org/gef/whatisgef
Whole Foods Top Green. (2012). Retrieved from Environmental leader website:
http://www.environmentalleader.com/2012/12/12/whole-foods-tops-green-cosmeticsretailer-ranking/?graph=full&id=1