In an era of growing environmental awareness, consumers are increasingly seeking eco-friendly cosmetics. However, with rising customer expectations comes the risk of greenwashing—a practice that may provide short-term image benefits but ultimately harms both the brand and the entire industry in the long run.
🔷 What is Greenwashing? 🔷
Greenwashing refers to marketing strategies aimed at creating the illusion that products are more environmentally friendly than they actually are. Companies may use trendy terms such as “natural,” “vegan,” or “organic” to attract consumers who wish to support sustainable development. It is often the case that products contain only a small amount of eco-friendly ingredients, while other components lack such certifications.
🔷 How Do Consumers Perceive Greenwashing? 🔷
Research shows that consumer awareness of greenwashing is growing. According to the 2024 EKObarometer, as many as 35% of Poles correctly identify this phenomenon. Moreover, consumers are becoming increasingly critical of advertisements and promotions that exploit eco-friendly elements without substance.
39% of respondents believe such ads should raise environmental awareness rather than serve solely as marketing tools.
Negative attitudes towards eco-marketing are rising—consumers are tired of empty slogans and expect concrete actions.
🔷 Examples of Greenwashing in Cosmetics 🔷
Claims of “naturalness”: A product advertised as “100% natural,” despite containing synthetic additives.
Eco-packaging: A cosmetic in packaging suggesting biodegradability, even though the material does not decompose.
Unclear certifications: Using proprietary, unverified eco-labels that may mislead consumers.
🔷 Consequences of Greenwashing 🔷
Engaging in greenwashing can lead to serious consequences for a brand:
🔷Loss of customer trust
🔷Negative brand image
🔷Legal repercussions
🔷 How to Avoid Greenwashing? 🔷
To build trust and act responsibly, cosmetics manufacturers should:
Maintain transparency: Clearly communicate product ingredients, production processes, and raw material sources.
Use credible certifications: Rely on recognized eco-certifications.
Educate consumers: Inform customers about the company’s actual eco-friendly actions and explain the significance of the terms and certifications used.
Avoid vague claims: Refrain from using generic slogans without substance.
Greenwashing is a trap that is easy to fall into but difficult to escape. For cosmetics manufacturers and brands, it is crucial to avoid dishonest practices and prioritize integrity and transparency. Collaboration between departments, investment in certifications, and sustainable solutions are not only ways to avoid greenwashing but also means to build long-term brand value.
