Sustainable Marketing in Finnish Cosmetics and Skincare : How Brands Navigate Greenwashing Risks to Attract Environmentally Conscious Consumers

Abstract

The study explains sustainable marketing in the Finnish skincare and cosmetics industry, with a high attention on how brands navigate the risks of greenwashing while attracting environmentally sensitive customers. Against the backdrop of growing public concern about sustainability and the skincare industry’s increasing trust in environmental claims, the study explains consumer insights, marketing practices, and the strategic implications of transparency and responsibility.

The study identified that sustainability is in cooperation of an opportunity and a challenge for brands in the skincare market. As a nation, Finland is highly concerned about sustainability, and consumers require genuine intention, transparency, and provable sustainability practices. The results indicate the importance of brands to integrating sustainability into their main identity, obtaining independent certification, and communicating clearly to maintain trust and a competitive advantage.