Podcast 266: When Sustainability Reports in Marketing – The Unpleasant Truth of Beauty

Is your favorite beauty brand who walks the discussion of sustainability or just sells a story?

Last week at Podcast, Lorraine Dallmeier – Formula Botanica’s chartered environmentalist, biologist and chief executive – spoke with Pact Collective’s Carly Snider and Carly threw a truth bomb: in many brands of beauty, viability is under the section. Not actions. No product development. Not a supply chain. Marketing.

In this weekly episode of green beauty conversations, Lorraine is depressed because it matters more than you realize and how every conscious consumer and moral beauty businessman affects.

Because when viability reports marketing, it stops being for the impact and begins to be for the image. And this unpleasant truth raises serious questions about whether the beauty brands are truly dedicated to change or simply create smart campaigns.

If you are interested in where the beauty industry is heading and you want to identify the difference between green washing and real change, this is an episode that you can’t afford to lose.

“It’s no longer enough for viability to sound good. It must be good – even when no one is looking.” – Lorraine Dallmeier

KEYS PRODUCTION:

• When marketing has viability, it is an image, not an impact. Sustainability is often reduced in messages and brand instead of being incorporated into the way the products grow, pack or come. This is in danger of converting viability into a marketing angle and customers are left with stories of good sense instead of real change.
• Marketing is powerful, but it is not enough. Lorraine makes it clear: Marketing can connect, train and inspire, but it should not be where viability begins or ends. Without systems behind the narrative, even the most beautiful narrative of the brand is exactly that – a story.
• The actual commitment comes from the top. The brands that are serious about sustainability have a leadership that understands the big picture. When the founders are truly based on values, viability becomes integral, not a seasonal campaign or other Earth Day initiative.
• Sustainability should live in systems, not just slides. From R&D and supplies to packaging and logging, true viability appears in harsh decisions. It causes the rules, the processes of change and refuses to limit it to what is easy to sell.
• Start with a question. Does Lorraine leave the listeners with a challenge: Is it viability to guide real decisions behind the scenes in the brands you support (or your own beauty brand) or is it just part of the message? And if it’s the last one, what conversation could you start to change it?

Thank you for joining us for this episode of Podcast Formula Botanica Green Beauty. If you liked to hear, share, register and review this episode Podcasts Apple; Note or YouTube so that more people can enjoy the show. Don’t forget to follow and log in with us Facebook and Instagram.

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Lorraine Dallmeier is a biologist, a chartered environmentalist and the CEO of Formula Botanica, the award -winning online school cosmetics school. Read more about Lorraine and Formula Botanica.