Green Marketing or Green Washing? Come learn more!
Real Green Marketing
Green marketing is a marketing practice that prioritizes aspects of environmental sustainability. This practice can be done in various ways, such as using environmentally friendly raw materials, producing more energy efficient products, or reducing waste.
Pürlosophy is an example of a brand that implements green marketing correctly. This brand does not just use the "environmentally friendly" label to attract consumers, but also makes various real efforts to reduce its negative impact on the environment.
These efforts include:
- Using environmentally friendly raw materials, such as PET and PULP.
- Combining two product functions in one packaging, thereby reducing the amount of packaging used.
- Offer a take back program to collect used product waste.
Implementation of Green Marketing in the Indonesian Beauty Industry
The application of green marketing in the beauty industry in Indonesia is still relatively new. However, in recent years, more and more beauty brands have started turning to this practice.
There are several factors that encourage the growth of green marketing in the Indonesian beauty industry, including:
- Public awareness of the importance of environmental sustainability is increasing.
- Increasingly strict government regulations regarding waste management.
- Consumer demand for more environmentally friendly beauty products.
Several beauty brands in Indonesia that have implemented green marketing include:
- Pürlosophy
- Ward
- The Body Shop
- L'Occitane
- Somethinc
These brands offer various environmentally friendly beauty products, such as products made from natural raw materials, products packaged in recyclable packaging, or products that have a Cruelty-Free label.
The application of green marketing in the Indonesian beauty industry has great potential. Apart from helping reduce the negative impact of the beauty industry on the environment, this practice can also increase the competitiveness of beauty brands in the global market.
Pürlosophy is an example of a brand that actually applies green marketing, not just green washing. Green marketing is a marketing strategy that focuses on aspects of environmental sustainability. Green marketing can be done in various ways, such as:
- Using environmentally friendly raw materials
- Install recyclable packaging
- Using renewable energy
- Implement a recycling program
Pürlosophy implements green marketing by using recycled raw materials for bottles and outer packaging of its products. Apart from that, Pürlosophy also has a take back program for consumable skincare waste. This program allows customers to exchange Pürlosophy skincare waste for discount vouchers for purchasing new Pürlosophy products.
Implementation of Green Marketing in the Beauty Industry in Indonesia
Green marketing in the beauty industry in Indonesia is still relatively new. However, this trend is starting to increase along with increasing public awareness of the importance of environmental sustainability.
The following are several examples of the application of green marketing in the beauty industry in Indonesia:
- Wardah released a series of Wardah Econature products made from natural ingredients and packaged in environmentally friendly packaging.
- The Body Shop has The Body Shop Recycling Scheme program which allows customers to recycle The Body Shop product packaging.
- Avoskin uses recyclable packaging for its products.
The application of green marketing in the beauty industry in Indonesia has great potential. This is because the beauty industry is an industry that produces quite a lot of waste. By implementing green marketing, the beauty industry can contribute to reducing negative impacts on the environment.
Here are some tips for implementing green marketing in the beauty industry:
- Use environmentally friendly raw materials.
- Install recyclable packaging.
- Using renewable energy.
- Implement a recycling program.
By implementing green marketing, the beauty industry can become more sustainable and environmentally friendly.
