Getting Creative with Sustainability Communication in the Beauty Industry: Exploring On-pack Practices and Consumers’ Perceptions

Abstract

The clean beauty phenomenon is gaining momentum and beauty brands are getting creative with on-pack sustainability claims. With the increasing focus on sustainability from both brands and consumers, sustainability communication has the potential to raise the profile of sustainable production and consumption. Further attention is needed on the creative approach behind on-pack sustainability marketing communications as companies no longer focus on single eco labels but instead use a bundle of claims to advertise their commitment to sustainability which finds consumers confused and brands open to accusations of greenwashing. This chapter explores on-pack sustainability communications in the beauty industry through the lenses of creative marketing communications which need to be both original and appropriate. This study contributes to the longstanding debate on the role of sustainability claims in marketing communications and addresses the role of on-pack sustainability claims design and creativity.