Słowa kluczowe
life cycle product assessment
marketing communication
L’Oréal
Jak cytować
Abstrakt
The aim of the article is to assess the level of implementation of the sustainable development principles of the L'Oréal Paris cosmetic products in marketing communication in Europe. L’Oréal relies on two complementary dimensions: transforming the company towards an increasingly sustainable business model and contributing to solving social and environmental challenges. First, a detailed financial-economic situation of L'Oréal Paris was performed. This was followed by a content analysis of the communications available on the Polish, French and German brand websites and the company's Facebook, Instagram and YouTube profiles in order to assess seven stages of a cosmetic product's life cycle. The article consists of a theoretical and a practical part. The theoretical part uses methods of analysis, synthesis, comparison and graphical presentation of data. The practical part uses quantitative and qualitative methods. The article outlines future research direction towards continuous and clear communication between L'Oréal Paris and consumers on the level of implementation of sustainable development.
Bibliografia
Bielski, S., Zielińska-Chmielewska, A., & Marks-Bielska, R. (2021). Use of Environmental Management Systems and Renewable Energy Sources in Selected Food Processing Enterprises in Poland. Energies, 14(11), 3212. https://doi.org/10.3390/en14113212
Carlson, L., Grove, S. J., & Kangun, N. (2013). A Content Analysis of Environmental Advertising Claims: A Matrix Method Approach. Journal of Advertising, 22(3), 27-39. https://doi.org/10.1080/00913367.1993.10673409
Churchill, G. A. (2001). Badania marketingowe. Podstawy metodyczne. Warszawa: Wydawnictwo Naukowe PWN. (in Polish).
Columbia University Mailman School of Public Health. (n.d.). Content analysis. https://www.publichealth.columbia.edu/research/population-health-methods/content-analysis
Coop Innovation Project. (2015). Final report (CIP 2015). https://coopinnovation.wordpress.com/final-report/
Cosmetics Europe. (2020). Henkel advances sustainable packaging in its Beauty Care portfolio. https://www.henkel.pl/prasa-media/informacje-materialy-prasowe/2020-10-23-henkel-advances-sustainable-packaging-in-its-beauty-care-portfolio-1125356
Council of the European Union. (n.d.). Paris Agreement and EU climate action. https://www.consilium.europa.eu/pl/policies/climate-change/paris-agreement (in Polish).
Cuenca-Octavio, N., & Llorente-Barroso, C. (2023). Onco-influencers en Instagram: caso de estudio de Elena Huelva y L’Oréal. IROCAMM - International Review Of Communication And Marketing Mix, 6(1), 69-87. https://doi.org/10.12795/IROCAMM.2023.v06.i01.05 (in Spanish).
Czakon, W. (2009). Mity o badaniach jakościowych w naukach o zarządzaniu. Przegląd Organizacji, 9, 16. https://www.researchgate.net/profile/Wojciech-Czakon-2/publication/291824438_Mity_o_badaniach_jakosciowych_w_naukach_o_zarzadzaniu/links/56a6609808ae01892ceeae8a/Mity-o-badaniach-jakosciowych-w-naukach-o-zarzadzaniu.pdf (in Polish).
Directive (EU) 2022/2464 of the European Parliament and of the Council of 14 December 2022 amending Regulation (EU) No 537/2014, Directive 2004/109/EC, Directive 2006/43/EC and Directive 2013/34/EU, as regards corporate sustainability reporting, Pub. L. No. 32022L2464, 322 OJ L (2022). https://eur-lex.europa.eu/eli/dir/2022/2464/oj
Directive 2014/95/EU of the European Parliament and of the Council of 22 October 2014 amending Directive 2013/34/EU as regards disclosure of non-financial and diversity information by certain large undertakings and groups, Pub. L. No. 32014L0095, 330 OJ L (2014). https://eur-lex.europa.eu/eli/dir/2014/95/oj/eng
Eisenhardt, K. (1989). Building theories from case study research. The Academy of Management Review, 14(4), 532-550. https://doi.org/10.2307/258557
Ejdys, J., & Szpilko, D. (2022). European Green Deal – research directions. a systematic literature review. Economics and Environment, 81(2), 8-38. https://doi.org/10.34659/eis.2022.81.2.455
Escher, I. (2011). Badania marketingowe. In K. Andruszkiewicz (Ed.), Marketing. Podręcznik akademicki (pp. 95-146). Toruń: Dom Organizatora. (in Polish).
European Chemicals Agency (ECHA). (2022). Microplastics. https://echa.europa.eu/hot-topics/microplastics
European Commission. (2021). Upcycling innovation to extract value from biowaste. https://ec.europa.eu/research-and-innovation/en/projects/success-stories/all/upcycling-innovation-extract-value-biowaste
European Commission. (2022, February 11). The European Commission’s priorities. 6 Commission priorities for 2019-24. https://ec.europa.eu/info/strategy/priorities-2019-2024_en#priorities
Filipiak, B., & Jasińska, E. (2018). Changes in the approach to measuring efficiency of public healthcare organizations. Zeszyty Naukowe Wyższej Szkoły Bankowej w Poznaniu, 78(1), 87-101. https://journals.wsb.poznan.pl/index.php/znwsb/article/view/780
Fischer, T. (2017). Sustainability in the Cosmetics Industry - Analysis of the European Market with Focus on Environmental Aspects. Stuttgart: University of Applied Sciences.
Godawska, J. (2021). Environmental policy stringency and its impact on air pollution in Poland. Economics and Environment, 76(1), 16. https://www.ekonomiaisrodowisko.pl/journal/article/view/359
GSU. (2024, September 10). GSU
Haller, K., Lee, J., & Cheung, J. (2020). Meet the 2020 consumers driving change. https://nrf.com/research/meet-2020-consumers-driving-change
Hazra, S., Chatterjee, S., Majumdar, R., & Banerjee, K. (2024). The role of social media in promoting sustainable green cosmetics. International Journal of Research in Management, 6(1), 126-130. https://doi.org/10.33545/26648792.2024.v6.i1b.133
Investopedia. (n.d.). Investopedia. https://www.investopedia.com
Jabłoński, J. (2011). Zarządzanie środowiskowe jako warunek ekologizacji przedsiębiorstw. Próba modelu teoretycznego. Poznań: Wydawnictwo Politechniki Poznańskiej. (in Polish).
Jelonek, D., & Walentek, D. (2022). Exemplifying the Zero Waste Concept in smart cities. Economics and Environment, 81(2), 40-57. https://doi.org/10.34659/eis.2022.81.2.462
Jeurissen, R., & Elkington, J. (2000). Cannibals With Forks: The Triple Bottom Line of 21st Century Business. Journal of Business Ethics, 23, 229-231. https://doi.org/10.1023/A:1006129603978
Jiménez-Marín, G., Galiano-Coronil, A., & Tobar-Pesántez, L. B. (2022). Organizational communication and social marketing strategies targeting Spanish consumers of fashion. Sustainability as a form of happiness management. Corporate Governance, 22(3), 506-520. https://doi.org/10.1108/CG-05-2021-0187
Jones, G. (2011). Beauty Imagined: A History of the Global Beauty Industry. Administrative Science Quarterly, 56(2), 314-316. https://doi.org/10.1177/0001839211430078.
Kaczmarczyk, S. (2011). Badania marketingowe. Podstawy metodyczne. Warszawa: Wydawnictwo naukowe PWE. (in Polish).
Kemp, R., Schot, J. & Hoogma, R. (1998). Regime Shifts to Sustainability through Processes of Niche Formation: The Approach of Strategic Niche Management. Technology Analysis & Strategic Management, 10, 175-198.
https://doi.org/10.1080/09537329808524310
Konecki, K. (2000). Studia z metodologii badań jakościowych. Teoria ugruntowana. Warszawa: PWN. (in Polish).
Krippendorf, K. (2013). Content Analysis. An Introduction to Its Methodology. London: International Publisher Thousand Oaks.
Lavuri, R., Jusuf, E., & Gunardi, A. (2021). Green sustainability: factors fostering and behavioural difference between millennial and gen z: mediating role of green purchase intention. Economics and Environment, 76(1), 31. https://ekonomiaisrodowisko.pl/journal/article/view/357
Lemkowska, M., & Wiśniewska, D. (2022). Environmental insurance and ISO 14001 Environmental Management Systems – analysis of the willingness to implement systemic solutions relevant to insurance. Economics and Environment, 81(2), 106-132. https://doi.org/10.34659/eis.2022.81.2.452
L’Haridon, J., Martz, P., Cheneble, J.-C., Campion, J.-F., & Colombe, L. (2018). Ecodesign of cosmetic formulae: Methodology and application. International Journal of Cosmetic Science, 40, 165-177. https://doi.org/10.1111/ics.12448
L’Oréal Finance. (n.d.). L’Oréal Finance website. https://www.loreal-finance.com (in French).
L’Oréal Paris France. (n.d. a). www.lorealparis.fr (in French).
L’Oréal Paris France. (n.d. b). Amélioration de tous nos produits, des formules à l'emballage. www.loreal-paris.fr/nos-engagements/notre-engagement-pour-la-planete/l-amelioration-de-nos-produits (in French).
L’Oréal Paris France. (n.d.). L'Oréal pour le futur. https://www.loreal-paris.fr/nos-engagements/notre-engagement-pour-la-planete/l-oreal-pour-le-futur/ (in French).
L’Oréal Paris Germany. (n.d. a). Unser Engagement für den Planeten. https://www.loreal-paris.de/unser-engagement-fuer-den-planeten (in German).
L’Oréal Paris Germany. (n.d. b). Unsere Fortschritte und Verpflichtungen. https://www.loreal-paris.de/unsere-fortschritte-und-verpflichtungen (in German).
L’Oréal Paris Germany. (n.d.). www.lorealparis.de (in German).
L’Oréal Paris Poland. (n.d. a). www.lorealparis.pl (in Polish).
L’Oréal Paris Polska. (n.d. a). Home [Facebook page]. https://www.facebook.com/lorealparispolska (in Polish).
L’Oréal Paris Polska. (n.d. b). Home [YouTube channel]. https://www.youtube.com/@LOrealParisPolska (in Polish).
L’Oréal Paris Polska. (n.d. c). Ponieważ nasza planeta jest tego warta. https://www.lorealparis.pl/poniewaz-nasza-planeta-jest-tego-warta (in Polish).
L’Oréal Paris Polska. (n.d. d). Zrównoważony rozwój. https://www.lorealparis.pl/zrownowazony-rozwoj (in Polish).
L’Oréal Paris. (n.d. a). Home [Instagram profile]. https://www.instagram.com/lorealparis/
L’Oréal Paris. (n.d. b). Media room. https://www.loreal.com/en/mediaroom
L’Oréal. (2021b). Sustainability report. https://www.lorealparis.pl/poniewaz-nasza-planeta-jest-tego-warta (in Polish).
L’Oréal. (2023b). Rapport de développement durable. https://www.loreal-paris.fr/on/demandware.static/-/Sites-oap-fr-ng-Library/default/pdf/RAPPORT-D-AVANCEMENT-DEVELOPPEMENT-DURABLE-LOREAL-PARIS-2022.pdf (in French).
L’Oréal. (2023c). NACHHALTIGKEITSBERICHT. https://www.loreal-paris.de/unsere-fortschritte-und-verpflichtungen (in German).
L'Oréal. (2013). Annual Results 2013. https://www.loreal-finance.com/eng/news-release/2013-annual-results
L'Oréal. (2014). Annual Results 2014. https://www.loreal-finance.com/eng/news-release/2014-annual-results
L'Oréal. (2015). Annual report 2015. https://www.loreal-finance.com/en/annual-report-2015/
L'Oréal. (2016). Annual report 2016. https://www.loreal-finance.com/en/annual-report-2016/
L'Oréal. (2017). Annual report 2017. https://www.loreal-finance.com/en/annual-report-2017/
L'Oréal. (2018). Annual report 2018. https://www.loreal-finance.com/en/annual-report-2018/
L'Oréal. (2019). Annual report 2019. https://www.loreal-finance.com/en/annual-report-2019/
L'Oréal. (2020). Annual report 2020. https://www.loreal-finance.com/en/annual-report-2020/
L'Oréal. (2021a). Annual report 2021. https://www.loreal-finance.com/en/annual-report-2021/
L'Oréal. (2022). Annual report 2022. https://www.loreal-finance.com/en/annual-report-2022/
L'Oréal. (2023a). Annual report 2023. https://www.loreal-finance.com/en/annual-report-2023/
Maison, D. (2010). Jakościowe metody badań marketingowych. Jak zrozumieć konsumenta. Warszawa: PWN. (in Polish).
Malinowska, P. (2020). Jakość dermokosmetyków w opinii konsumentów i ekspertów. Poznań: Wydawnictwo Uniwersytetu Ekonomicznego w Poznaniu. (in Polish).
Malinowska, P. (2024). The quality of dermocosmetics in brand marketing communications on social media. In J. Dziadkowiec & M. Niewczas-Dobrowolska (Eds.), Quality of the future – the future of quality (pp. 81-91). Sciendo. https://doi.org/10.2478/9788367405843-009
Martins, A. M., & Marto, J. M. (2023). A sustainable life cycle for cosmetics: From design and development to post-use phase. Sustainable Chemistry and Pharmacy, 35, 101178. https://doi.org/10.1016/j.scp.2023.101178
Mościchowska, I., & Rogoś-Turek, B. (2015). Badania jako podstawa projektowania user experience. Warszawa: Wydawnictwo Naukowe PWN. (in Polish).
Polski Związek Przemysłu Kosmetycznego & WiseEuropa. (2024). Kosmetyczna Polska. Raport o stanie branży kosmetycznej. https://kosmetyczni.pl/wp-content/uploads/2024/10/Kosmetyczni_Kosmetyczna_Polska_Raport_o_stanie_branzy_2024_4.pdf (in Polish).
Regulation (EC) No 1223/2009 of the European Parliament and of the Council of 30 November 2009 on cosmetic products (recast), Pub. L. No. 32009R1223, 342 OJ L (2009). https://eur-lex.europa.eu/eli/reg/2009/1223/oj/eng
Sahota, A. (2014). Sustainability: How the Cosmetics Industry is Greening up. John Wiley & Sons. https://onlinelibrary.wiley.com/book/10.1002/9781118676516
Sasounian, R., Martinez, R. M., Lopes, A. M., Giarolla, J., Rosado, C., Magalhães, W. V., Velasco, M. V. R., & Baby, A. R. (2024). Innovative Approaches to an Eco-Friendly Cosmetic Industry: A Review of Sustainable Ingredients. Clean Technology, 6(1), 176-198. https://doi.org/10.3390/cleantechnol6010011
Savitz, A. W., & Weber, K. (2006). The triple bottom line: how today’s best-run companies are achieving economic, social and environmental success and how you can too. San Francisco: John Willey & Sons.
Sektorowe wskaźniki finansowe Opracowanie Komisji raportowania i analiz ekonomicznych Rady Naukowej SKwP wspólnie z InfoCredit. https://rachunkowosc.com.pl/files/Rachunkowosc-sektorowe-wskazniki-finansowe-2022.pdf.
Shivani, H., Sourav, Ch., Rana, M. & Kallal, B. (2024). The role of social media in promoting sustainable green cosmetics. Int. J. Res. Manage, 6(1), 126-130. https://doi.org/10.33545/26648792.2024.v6.i1b.133
Shmygol, N., Galtsova, O., Shaposhnykov, K., & Bazarbayeva, S. (2021). Environmental management policy: an assessment of ecological and energy indicators and effective regional management (on the example of Ukraine). Polityka Energetyczna – Energy Policy Journal, 24, 4, 40-60. https://doi.org/10.33223/epj/143836
Souza, J. (2024, June 19). L’Oréal statistics. https://www.coolest-gadgets.com/loreal-statistics/
Statista. (n.d.). Global market share of L’Oréal by region. https://www.statista.com/statistics/1461603/global-market-share-of-loreal-by-region/
Sukiennik, J., Dokurno, Z., & Fiedor, B. (2017). System instytucjonalnej równowagi a proces zmian instytucjonalmnych z prespektywy zrównoważonego rozwoju. Ekonomista, 2, 121-143. https://archiwum.pte.pl/pliki/1/8905/Ekonomista2017-2_8-30.pdf (in Polish).
Taranko, T. (2015). Komunikacja marketingowa. Istota, uwarunkowania, efekty. Warszawa: Oficyna Wolters Kluwer. (in Polish).
United Nation. (2015). Transforming our world: the 2030 Agenda for Sustainable Development. https://sustainabledevelopment.un.org/post2015/transformingourworld
Wiktor, J. (2013). Komunikacja marketingowa. Modele, struktury, formy przekazu. Warszawa: Wydawnictwo Naukowe PWN. (in Polish).
Witek, L., Kędzia, G., & Staniec, I. (2024). Towards sustainable purchase: the effect of social responsibility, innovativeness and knowledge of natural cosmetics purchasing consumers’ intentions. Economics and Environment, 87(4), 629. https://doi.org/10.34659/eis.2023.87.4.629
Withisuphakorn, P., Batra, I., Parameswar, N., & Dhir, S. (2019). Sustainable Development in Practice: Case Study of L’Oréal. Journal of Business and Retail Management Research, 13, 35-47. https://doi.org/10.24052/JBRMR/V13ISSP/ART-4
WWD. (2024, April 12). Top cosmetic companies 2023. https://www.wwd.com/lists/top-cosmetic-companies-2023-1236299225/
Yin, R. (1994). Case Study Research: design and methods. California: Sage Publications.
Zaleska, A. (2012). Ocena kondycji finanswej przedsiębiorstwa przez analityka bankowego. Warszawa: Oficyna Wydawnicza Szkoła Główna Handlowa. (in Polish).
Zielińska-Chmielewska, A. (2020). In Search of Eco-efficiency Indicators. The case of chosen food processing enterprises in Poland. In J. Brodowska-Szewczuk (Ed.), Risk Management - an interdisciplinary approach (pp. 117-134). Siedlce: Wydawnictwo Naukowe Uniwersytetu Przyrodniczo-Humanistycznego w Siedlcach. http://hdl.handle.net/11331/3430
Zielińska-Chmielewska, A. (2023). Financial efficiency vs. environmental efficiency on the example of the meat and poultry industry in Poland. Economics and Environment, 85(2), 198-219. https://doi.org/10.34659/eis.2023.85.2.556
Utwór dostępny jest na licencji Creative Commons Uznanie autorstwa – Na tych samych warunkach 4.0 Miedzynarodowe.
Prawa autorskie (c) 2025 Czasopismo "Economics and Environment"