What are the challenges of a transition towards a more ethical & socially engaged marketing in the beauty industry? Formy case study

Abstract

The research combines interviews and a survey to link what consumers perceive, what they believe and what they intend to buy. It reveals a key mechanism: when greenwashing is perceived, skepticism increases, trust in ethical claims decreases and purchase plan weakens. Two contextual factors influence this process: social norms, which encourage action, and price sensitivity, which limits feasibility. These dynamics were clarified by the interviews: Doubt is fueled by the widespread use of unclear labels; on the other hand, credibility is restored by third-party evidence (certifications, unambiguous statistics, traceability). Consistency over time and alignment between brand discourse and practices serve as signals of authenticity. Accessibility (availability, ease of purchase) reinforces the feeling of control.

The managerial implications are not abstract. First, control claims by centralizing evidence, requiring departmental reviews of claims, and prohibiting ambiguous promises in favor of clear and verifiable declarations. Next, put evidence front and centre in simple language (safety, effectiveness, environmental impact, origin of ingredients) and be transparent about compromises. Activate credible social proof (authentic reviews, user content, clear in-store benchmarks). Finally, align some of the objectives with trust (less perceived greenwashing, more credibility) and manage all brands and ranges for authenticity: demand more evidence from brands in transition and tell a documented story over time.

On an academic level, the work clarifies why positive attitudes are not enough when credibility is lacking, and highlights the complementarity between social norms and evidence.