1. Eco Lifestyle Marketing
LG 생활건강 Marketing Director
이계춘

2. About Eco
Ecology is…
the study of the relationships between plants,
animals, people, and their environment, and the
balances between these relationships

3. Chris Jordan “Intolerable Beauty”
- Gyre -

5. Chris Jordan “Midway Island”
- Albatross -

6. The Tragedy of the Commons
Mass Production
Mass Consumption

7. Cost of Ice
Direct Cost : OO만원
Environment Cost : O원
Direct Cost : OO원
Environment Cost : ?

8. Eco Pay
as environment cost
Pay…
1) 지급하다(cost)
2) 수익을 내다(profitable)

9. Me
Beautiful
Ego Pay
Ego Marketing
We
Eco Beautiful
Eco Pay
Eco Marketing

10. Eco Marketing Works ?
Maslow
“Hierachy of Needs”

11. Eco Pay Funding
Marketer -> Consumer
Quantity
Cost
Revenue
Profit
Total Cost
Total Revenue
Eco Pay
BEP

12. 7 Keywords
of Eco Marketing
Eco-friendly…
Eco friendly products or services are less harmful to
the environment than other similar products or
services.

13. Strategic Thrust to Eco(전략적 추진)
• 3 E based management
• Competitive Advantage
as Green Ocean
• Profitable(e-BEP)
• Good Image
: Life is green( LG)
• The Right Way ahead
Economic
Employee
Ecological

14. Big Cause(대의명분/사명감)
• From Brand Story to
Brand Promise
• Donation Marketing
• Toms Shoes

15. Authentic(진정성)
• Vs Eco Skill (상술)
• True R&D Investment
• Going Concern
(short/mid/long term)
• Resonance
(공명:직원/고객/사회/지구)

16. Respect for Life(생명에 대한 존중)
• EU regulation 2013~
• No Animal Testing in
Cosmetic Industry
• 멸종위기 동물 보호

17. Organic (유기농)
• 3 Year
• Food & beyond
• 20% Premium
• 국내 기준 필요
• Organic & beyond

18. Carbon Footprint(탄소 발자국)
• Tesco
• Minimum Chemical
• LED
• Solar Energy / Rain
• Hybrid / EV / Fuel
Cell

19. Cradle to Cradle(요람에서 요람으로)
• Cradle to Grave ?
• Bio Diesel
• Biomass Plastic
• Biodegradable

20. Beyond Case

21. Slow & Steady Growth
출
시
에
코
철
학
바
이
오
매
스
오
가
닉

22. 10 Brand Philosophy
(2007)

23. No Animal Testing – IMC
(2012)

24. Save us Fund – Product
(eco cute)

25. Brand Symbol / Character
자연과 함께 순환하는
친환경 용기
화장품 동물실험반대의
철학을 담은 토끼
화학적인 것이 아닌
진정한 에코 성분
사람의 아름다움과
자연에 대한 사랑
비옥한 토양의
대자연(Mother Nature)
Eco Tree Eco Bunny

26. Brand Store

27. Collaboration

28. Finally Eco Echoes…
• 즐거움/ 행복/ 감동을 주는 브랜드
vs 영혼이 없는 브랜드(Zombie)
• 그리고 우리의 후손들을 위하여