Green marketing in the case of Yves Rocher

• The Reddit post is titled “Sustainable Beauty Brands” and was posted in a subreddit called r/VeganBeauty.
• The post is from 4 years ago and has 27 points.
• The original poster was looking for makeup brands with more eco-friendly packaging options, particularly glass or bamboo instead of plastic.
• Some of the top recommended brands are:
  • The Ordinary (16 karma)
    • Almost everything is packaged in glass
  • LUSH (no karma specified)
  • Derma E (11 karma)
    • Uses wind power to make some plastic packaging, has some glass options
  • Seaweed Bath Co. (5 karma)
    • Offers cardboard and glass packaging options
  • Antonym Cosmetics (5 karma)
    • Ecocert certified, uses bamboo packaging, mostly vegan
  • Zao Organic Makeup (5 karma)
    • Ecocert certified, uses bamboo packaging, refillable products, mostly vegan
  • 100 Percent Pure (no karma specified)
    • Offers some metal and paper/cardboard packaging options, mostly vegan, completely cruelty-free
  • Kjaer Weis (no karma specified)
    • Refillable products, mostly metal packaging, but most products aren’t vegan (contain beeswax)
  • Causemetics (2 karma)
    • Vegan, cruelty-free brand that donates proceeds
• Other users in the comments also recommended eco-friendly brands, such as:
  • ILIA (2 karma)
    • Super lightweight foundation that comes in a glass bottle, non-toxic and vegan
  • No Pong (2 karma)
    • Great deodorant option in a small metal tin
• Some users commented on the difficulties of finding products that are both sustainable and vegan/cruelty-free, and discussed transitioning to more eco-friendly products gradually by using up old products before switching to new ones.

• Target is selling refillable shampoo bottles from the brand Love, Beauty, and Planet that may be appealing to consumers interested in sustainable personal care products.
• Hey Humans is a new personal care line sold at Target that uses zero-plastic packaging and offers products under $7.
• There are concerns about greenwashing in the personal care industry and difficulties in determining which brands are actually sustainable.
• Refills for Love, Beauty, and Planet’s shampoo bottles are available, but they come in plastic bottles, which seems contradictory to the goal of reducing waste and plastic use.
• Some users suggest alternative options such as shampoo concentrates from Ethique and shampoo bars from HiBar.
• A user claims to like the hey humans deodorant and recommends it, while another user expresses interest in trying aluminum-free deodorant.
• While there is debate among users about the sustainability of certain products, there is agreement that the trend towards sustainability is positive and that increased accessibility to such products is a good thing.
• One user argues that it is worthwhile to support sustainable products even if the company selling them isn’t 100% waste-free.
• There is a call for more information and education about sustainability in the personal care industry and its marketing practices.

• The page discusses the Rocher Group, of which the Yves Rocher brand is a part.
• The company was founded by Yves Rocher in 1959 and is based in La Gacilly, Brittany.
• The Rocher Group’s purpose is to “reconnect men and women with nature”.
• Yves Rocher grew up in La Gacilly, near the Brocéliande forest, which sparked his interest in plants.
• The company has been committed to sustainable practices for over 50 years.
• During the COVID-19 crisis, the Rocher Group diverted production to make alcohol-based gels, and Petit Bateau employees made masks for their local health authorities.
• The Rocher Group is a member of the Responsible Beauty Initiative, which aims to improve sustainability in the beauty supply chain.
• The company carefully selects suppliers who agree to sign a code of ethics with specific commitments.
• The “Responsible Supplier Relations” code of ethics includes commitments related to the French “Modernisation of the Economy Law”, creating lasting relationships, and evaluating suppliers based on total cost, including environmental impact.
• The Rocher Group has set goals to promote the link between communities and nature, protect biodiversity, and develop frugal innovation.
• The company has planted 100 million trees and engages in organic farming and renewable energy.
• The company offers an eco-tube in its product range that uses 25% less plastic than the old tube and uses recycled carbon boxes to create gift boxes and perfume packaging.
• The Rocher Group has partnered with non-governmental organizations to donate clothing and cosmetic products to those living below the poverty line.
• Arbonne, a brand under the Rocher Group, is B Corp-certified.
• The Rocher Group has set objectives to reduce plastic consumption and become a zero-carbon zone, among other sustainability initiatives.
• By 2030, the Rocher Group aims to have all of its brands B Corp-certified, reduce plastic consumption by 30%, and only use 100% recyclable plastics.
• The company has created the Nature Academy to train its employees on sustainable development issues.
• The Rocher Group aims to regain profitability in 2021 to implement its sustainability initiatives.

• A Reddit user is hoping a company will bring some makeup and skincare packaging drop-off boxes to British Columbia and mentions Terracycle’s partnership with Deciem, which collects beauty empties at two Vancouver locations.
• Another Reddit user mentions L’occitane’s TerraCycle drop-off box for cosmetics and The Body Shop’s recycling program, which has been put on hold because of Covid.
• Another Reddit user mentions Yves Rocher’s recycling program in partnership with TerraCycle.
• The program is aimed at reducing the amount of cosmetic packaging that ends up in landfills due to being made of mixed plastic that is not accepted by municipalities for recycling.
• Customers who bring a minimum of 2 empty and clean makeup containers of any cosmetic brand can exchange them for a free Go Green Nail Polish at select Yves Rocher stores upon registering for a privilege card or presenting the card.
• Nail polish color depends on store stock.
• The participating stores are in Toronto, Hillcrest Mall, Dufferin Mall, Promenades St-Bruno, Carrefour Laval, and Galeries d’Anjou.
• Yves Rocher is a cosmetics brand with a strong commitment to sustainability and eco-friendliness.

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Relevant: True Importance: 8

Notes:

• Sustainability is a major issue in consumer packaging due to regulatory and public concerns around single-use packaging waste.
• FMCG companies and retailers are proactively making bold commitments to improve both the sustainability of their packaging and to fundamentally rethink their packaging systems.
• Packaging is ubiquitous and minimizes food waste and overall product breakage at low costs. However, the widespread usage of single-use packaging containers has resulted in a heavy burden on the environment, especially due to the large amounts of packaging produced today that cannot be recycled in existing recycling systems, and the low recycling rates for plastic packaging.
• Consumer awareness of packaging waste leakage, especially plastic waste, into the environment has increased significantly to an all-time high over the past 12–24 months.
• Governments have responded to public concerns regarding packaging waste, especially single-use packaging waste, and are implementing regulations to both minimize environmental waste and improve waste-management processes.
• FMCG manufacturers and retailers have started to make commitments to act on packaging waste. Almost all the top 100 FMCG companies (in terms of revenue) have made bold declarations and commitments to drive sustainability over the coming years. These commitments focus on three areas of activity: full recyclability and higher degrees of recycled content, reduction of total plastics usage, and innovation and promotion of change in the use of packaging.
• FMCG manufacturers and retailers are beginning to experiment with complete packaging redesigns and a fundamental rethinking of their delivery chains, including circular delivery models. They are also looking to curb plastic-waste generation by experimenting with use of metal and glass in returnable systems.
• The challenges around waste management and recyclability are taking FMCG companies and retailers into new and unfamiliar territory. Consequently, FMCG companies and retailers will require much closer collaboration with upstream players, packaging converters, and recyclers to successfully deal with these new challenges.
• Plastic film producers are pushing hard to develop mono-material (such as all-polyethylene) packaging solutions, which are fully recyclable at the end of their lifecycle and can replace today’s multi-material flexible plastic packaging that cannot be recycled with today’s processing technology.
• FMCG companies and retailers will have to face complicated trade-offs, such as recyclability versus carbon footprint and food waste, when curbing use of plastic packaging and changing packaging materials.
• Any packaging material or design change has implications on overall branding strategy, and large portfolios comprised of different plastics, applications, and geographies make strategizing highly complex.

• Consumers seek out products and brands that align with their social, political, and personal values
• Companies are expected to be involved in social and political spaces and are developing new, socially conscious products
• Green marketing refers to advertising products or services on the basis that they are eco-friendly
• Companies should establish internal standards to avoid common greenwashing missteps
• Customers whose purchasing decisions are influenced by social and environmental responsibilities are critical to green marketing campaigns
• Navigating novelty in green marketing involves assessing whether consumers are familiar with certain terms and concepts and educating effectively about environmental issues
• Green myopia occurs when going green harms affordability and quality, which negatively impacts customer satisfaction
• Improved environmental sustainability adds to customer satisfaction by supporting personal values
• Green products must meet customer needs and be environmentally sustainable
• Yves Rocher emphasizes the use of natural and organic ingredients in their products.

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💭  Looking into

Yves Rocher's use of Green marketing and communication tactics

💭  Looking into

Yves Rocher's sustainability initiatives