Sustainability2

2. Sustainability

“Sales of environmentally friendly products in the U.S. exceeded $40 billion last year, according to data from various market tracking services.”(Neff, 2012)

“The global market volume for “environmental technologies” will reach a projected $2,740 billion by 2020” (Huffpost, 2013) As mentioned in previous research, sustainability must be incorporated into the brand somehow.

Benefit Cosmetics has stated before that they are cruelty free, but the reality is that they are not, at least not 100%. Therefore, we are proposing 3 main changes within the brand:

1. Become cruelty free. This will be achieved by collaborating with LABSKIN. They “offer a solution and an alternative to animal-testing by using 3-D human skin models to test new products and ingredients.” (Labskin, 2020).

They are a scientifically approved company based in the UK, which will help us test further makeup products as well as the new skincare line.

2. Become environmentally friendly. This will be achieved with the campaign “Take me back”, in which consumers will be able to deposit their empty containers that will be further recycled into new ones for the skincare line. If consumers deposit 3 or more containers in special boxes located in every store, they will receive a free product sample in return. This project will be launched worldwide. take me back project for

3. To increase awareness of these changes we will launch a “Green Campaign” in which we will communicate the brand’s new green values and actions. This will be published throughout social media.