Circular branding in cosmetics : a case study of Korres', Lumene's and Weleda's sustainability strategy
Giannopoulou, Georgia (2026)
2026
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202604015428
https://urn.fi/URN:NBN:fi:amk-202604015428
Tiivistelmä
Cosmetics is a big market globally and natural cosmetics a growing niche market. The markets’ importance in the society is not only financial but societal as well because of their growing role supporting consumers’ well-being both physically and mentally.
The research questions for this study are: Which circular economy principles and metrics are explicitly or implicitly communicated? How does certification status affect the nature, specificity, and credibility of sustainability communication?
The research method is a combination of qualitative methods including a targeted literature review of circular economy principles, theory, sustainable branding, definitions, circularity, EU circularity regulations on cosmetics/ natural cosmetics together with an exploratory, comparative multiple case study.
The data was analysed using a framework-based analysis of CE principles, metrics and greenwashing indicators.
Findings show that while circularity plays a big role in companies’ strategy and marketing, challenges are still present regarding circularity measurements, transparency and avoiding greenwashing.
The research questions for this study are: Which circular economy principles and metrics are explicitly or implicitly communicated? How does certification status affect the nature, specificity, and credibility of sustainability communication?
The research method is a combination of qualitative methods including a targeted literature review of circular economy principles, theory, sustainable branding, definitions, circularity, EU circularity regulations on cosmetics/ natural cosmetics together with an exploratory, comparative multiple case study.
The data was analysed using a framework-based analysis of CE principles, metrics and greenwashing indicators.
Findings show that while circularity plays a big role in companies’ strategy and marketing, challenges are still present regarding circularity measurements, transparency and avoiding greenwashing.