L'Oréal for the Future: Sparking Consumer Passion through Sustainable Marketing

Adriana Tavarez

 Co-Presenters: Eleonor Casimir, Taylor Fleming, Ariadne Martinez, Josiah Nieves
College: College of Business and Public Management
Major: Marketing
Faculty Research Mentor: Min Chung Han
 

Abstract:

L’Oreal claims and plans for sustainability and is manifested through their L'Oréal for the Future works developing sustainability within the company umbrella. Will their plans and practices actually manifest into something that is tangible? This research aims to analyze L'Oréal's marketing strategy, focusing on its environmental campaign, L'Oréal for the Future. The campaign itself aims to set new sustainability goals and complete them by the year 2030 such as using 100% recycled plastics and being 100% energy efficient within its production cycle. The research purpose is to examine how effectively the campaign engages consumers, aligning with its promise of sustainability. The key is to find new ways to impact society while maintaining an effective relationship with our planet. It will also explore the campaign execution and potential impact. A mixed research method will be used, such as social media analysis of the campaign, research ethics, and company resources. The findings of this research provide insight for future companies on effectively promoting environmental campaigns, encouraging consumer participation, and maintaining sustainability practices.