KEY TAKEAWAYS

• Strong consumer purchase drivers include digital strategies, purposeful buying, health & safety, and personalization.
• The beauty industry is predicted to grow at a CAGR of 4.75% through 2027 and the skin care segment is expected to see growth at a CAGR of 4.69% through 2026.
• Neutrogena and Olay are incredibly active in social and cultural change with multiple initiatives.

INTRODUCTION

=Purchase Drivers, Behaviors, and Patterns=

Digital Strategies

• Data from Beauty Packaging states, a "robust e-commerce strategies will allow brands to win with a true omnichannel approach that pushes the boundaries, engages all of the senses—and offers new layers of digital experience."
• "In 2014, cosmetics giant L’Oréal launched Makeup Genius, a virtual makeup mirror that worked on smartphones, and it becomes the first adoption of augmented reality in beauty to really go mainstream." This initial virtual offering led to the company's acquisition of Modiface, which has become "an integral part of L’Oréal’s tech strategy and has played a key role in many of the company’s digital innovations since."
• As of August 2020, "2% of consumers report using color-match tools, 15% use virtual try-on tools and 6% use augmented/virtual reality tools."
• "Benefit in late March married its virtual consultations with its Brow Try-On tool, allowing a Benefit employee to give tips virtually while the consumer has the augmented reality feature up on her screen. Benefit launched this feature because it found shoppers want both help from experts and also the ability to virtually sample the products those experts suggest."
• “With consumers unable to try on products in-store and with a lot of extra time on their hands, this AR experience has been a great way for them to perfect their brow looks both virtually and in real life with their online brow purchases, says Cindy Shen, vice president of e-commerce and customer relationship management at Benefit."

 

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• Mintel suggests that a strong e-commerce strategy "will allow brands to win with a true omnichannel approach that pushes the boundaries, engages all of the senses, and offers new layers of digital experience to guide shoppers."
• Further, "social media influencers play a role in the beauty industry by making it more accessible and diverse, engaging in cultural acceptance and diversity, and making their lives public through social media. Known as ‘beauty gurus’, these influencers use their makeup skills to work with cosmetics brands, in which they earn substantial remuneration by raising brand awareness among social media audiences."
• Research has shown that "over 90% of young people follow an influencer on social media, and about 73% of respondents asserted that people on social platforms influenced them significantly more than ‘traditional’ celebrities."

Consumers with a Purpose

• Accenture found that "50% of consumers say that the pandemic caused them to rethink their personal purpose and re-evaluate what’s important to them in life. 42% say the pandemic made them realize they need to focus on others more than themselves."
• Of these consumers, 72% indicate they expect to do business with companies and brands who understand their changing needs and objectives.
• 50% of this segment of consumer state they were disappointed by companies and brands not providing enough support and understanding during the pandemic.
• This segment of consumers sees motivators like service and personal care (14%), trust and reputation (12%), ease and convenience (11%) in larger percentages of importance than traditional consumers who do not approach transactions with a personal and greater purpose.
• Andrew McDougal, associate director for Global Beauty and Personal Care at Mintel, indicates, "experiences will become more valuable than tangible products as many consumers re-evaluate what is essential to survival. Brands wishing to encourage consumers to trade-up will need to redefine value, beyond just cost, but through the impact of purchase as well as convenience with an emphasis on quality. ‘Flexitarian’ behavior will become more extreme as shoppers trade up and down across categories. Those wishing to succeed will need to tune into what really resonates with consumer groups in order to reduce customer acquisition costs and increase lifetime value."
• Mintel states, "Consumer priorities have shifted in light of lifestyle changes due to COVID-19. As spending comes under scrutiny, product functionality and purpose drives usage. Value is measured in quality, convenience and purchase impact rather than currency as consumers trade up and down across categories. Luxury takes on a new definition as consumers evaluate the money vs time proposition."
• Dove conducted research which found that "77% of women think all images they see in media are distorted. And yet 69% say the pressure to look like women they see in media makes them feel anxious." As a result, the brand "has pushed for a redefinition of the notion of what beauty is. Their message is that whatever shape, size or color [you are]—it’s [about] feeling like the best version of yourself. Authentic. Unique. Real."
• "Over the years, Dove has launched a variety of successful ads. A few of their campaigns, ‘Withered or Wonderful?,’ ‘Grey or Gorgeous?,’ ‘Fit or Fat?,’ and ‘Flawed or Flawless?,’ all gave consumers the option to ‘join the beauty debate’ and decide what beauty means to them."

Desire for Natural Products

• "One of the most trendsetting factors that consumers adhere to today is choosing products with natural ingredients. This is mainly due to the growing concern and awareness about health and wellness that consumers believe that choosing natural products will be the right course of action."
• A research study called 'Green Consumer Behavior in the Cosmetics Market' found that:
• "70% of the participants wish to buy natural cosmetics.
• "56% of them (completely approve and approve categories) wish to buy brands which are newcomers on the cosmetics market."
• "78% of the participants (completely approve, approve) tend towards following a healthy lifestyle, whereas 68% of participants (completely approve, approve) tend towards buying bio-foodstuffs."
• "86% of participants (completely approve, approve) are influenced in their decisions by environmental awareness."
• "70% of the participants are willing to pay extra for a natural cosmetic made of natural ingredients. 68% of participants are similarly willing to pay extra for a cosmetic in packaging made of natural materials."
• "According to an AlixPartners survey, buyers want beauty and personal care products with natural or organic ingredients that are sourced and manufactured following ethical and environmental standards. Consumers, across generations and countries, are increasingly focused on these issues, but demand from millennials is keenest."
•  Lush Cosmetics adheres to a strict 'We Believe' set of principles.
• "We believe in making effective products from fresh, organic fruit and vegetables, the finest essential oils, and safe synthetics."
• "We invent our own products and fragrances. We make them fresh by hand using little or no preservative or packaging, using only vegetarian ingredients, and tell you when they were made."
• "We believe in buying ingredients only from companies that do not commission tests on animals and in testing our products on humans."
• "We believe in happy people making happy soap, putting our faces on our products, and making our mums proud."
• "We believe in long candlelit baths, sharing showers, massage, filling the world with perfume, and in the right to make mistakes, lose everything and start again."
• "We believe that all people should enjoy freedom of movement across the world."
• "We believe our products are good value, that we should make a profit and that the customer is always right."
• "We also believe words like fresh and organic have honest meaning beyond marketing."

Health & Safety

• In a post-pandemic world, women feel less comfortable trying out beauty products. This is crucial to note because, as confirmed in Google analytical data, "people loop through twin modes of exploration and evaluation, repeating the cycle as many times as they need to make a purchase decision."

 

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• "46% of consumers report wanting to see beauty products in person, and 18% are looking for advice from an in-store expert, according to a Digital Commerce 360 and Bizrate Insights survey of 1,000 consumers conducted in August 2020."
• According to Mintel, "the concept of total wellness has become integral to beauty routines; as stress and mental health take over the conversation, brands have an opportunity to build normality through routines with consciously created products that keep consumers protected, bring value to purchase decisions, and rebuild trusting brand relationships."
• "Attention to healthy and clean products is driven by a number of factors. There is a growing awareness, as well as some confusion, among the general public regarding many ingredients in beauty and personal care products. Consumers have been warned by the media of top ingredients to avoid, such as BHA (butylated hydroxyanisole), parabens, phthalates, and coal tar. Much has also been written to remind consumers that beauty and personal care products are absorbed in varying degrees through the skin, the body’s largest organ, increasing consumer concerns."

Personalized Beauty

• Experienced beauty consumers have access to a wide variety of "accessible diagnostic tools, AI, widgets, apps and other technologies, as well as online experts to guide them", thus rather than looking to the brand for guidance, these consumers are in search of a brand who will listen to them about how to develop products — including feedback on ingredients used and names adopted.
• Brand Examples of Personalization:
• "The hair category is getting a great deal of customization attention with brands such as eSalon, Madison Reed, Color & Co (L’Oréal), Function of Beauty, Prose, Form Beauty and Strands, to name a few. Living Proof allows customers to adjust the nozzle of their Perfect Hair Day Body Builder Hairspray for more or less hold.
• "Bite Beauty's Lip Lab helps their clients customize the shade, finish, flavor and name of their lipsticks. The brand opened its sixth U.S. location on November 6, 2020, in Las Vegas."
• "In skin care in recent years, many brands have launched individual booster ingredients, such as niacinamide, retinol, vitamin C, hyaluronic acid, AHA and others. The Ordinary, The Inkey List, Paula’s Choice and CoverFX are great examples of this, allowing consumers to power up certain ingredients as needed."

=Market Size and Growth=

Beauty

• Terakeet and Common Thread both estimate the current size of the beauty industry to be $483 billion.
• Growth is expected to be seen at a CAGR of 4.75% through 2027.

 

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• Growth is being impacted by the following factors:
• The online channel is growing (up by 5.6% in 2020) while the offline channel is contracting (down 1.2% in 2020). The online channel is expected to account for 48% of all sales within the industry by 2023.
• Do-it-yourself beauty products saw an obvious increase in sales due pandemic-related shutdowns, however the growth within the segment is expected to continue.
• Consumers are more and more aware of what is in their beauty products. "As a result, the global market value of natural cosmetics is projected to hit $54 billion (a nearly doubled figure since 2018) by 2027. Companies selling clean beauty products can expect to see a surge in demand moving forward."
 
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• Inclusivity is an incredibly important role in the industry. Gone are the days when products were only offered in a select range of colors for limited skin tones. "For example, Fenty features a face shade finder on its website and enables site visitors to choose from 40 different shades of foundation."

Skin Care

• Both Research & Markets and Mordor Intelligence place a current value of $140.92 billion on the global skin care market and predict it to grow at a CAGR of 4.69% through 2026.
• Grandview Research predicts the market to grow at a smaller CAGR of 4.4% through 2025, thus valuing the current market at $141.36 billion, in line with the data above.
• Data from The MARC Group estimates the current market slightly less at $131 billion and predicts a CAGR of 4.1% between 2021 and 2026.
 
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• Techanvio's estimates growth with the global skin care market to be at a CAGR of 5% between 2020 and 2024.
• The market saw a slight decline of about 1.12% in growth during 2020 due to the pandemic, though this does not look to impact any of the estimates on continued growth within the market.

 

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• Some of the factors expected to impact growth are:
• "Skincare brands and retailers like Sephora, Kiehl’s, Vichy, and Bobbi Brown are deploying solutions like virtual advisors to speak directly to consumers in real-time, reveal their needs and concerns, recommend products, and guide them through the sales process."
• "Rising awareness about natural ingredients providing UV protection is also expected to fuel the market growth. Organic skin care product manufacturers focus more on the development of newer formulations targeted at fighting the effects of skin aging. Rising awareness about skin care has led to the inclusion of sun protection, anti-aging, and anti-wrinkle properties in skin care and makeup products."
• "The market is experiencing an accelerating demand for anti-aging products, like anti-wrinkle cream, face cream, serum, eye cream, and others. In addition, factors like pollution and hard water conditions are bombarding such products' needs. An ascending number of consumers in the market are becoming aware of pollution's impact on the skin."
 
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• "In 2020, L’Oréal SA signed an agreement to acquire the Japanese company Takami Co., which develops and markets products licensed by the skincare brand Takami. L'Oréal also renewed a long-term licensing agreement with Takami brand and signed a collaboration agreement with his dermatology clinics in Tokyo. The brand is available in Japan and other Asian countries, notably China."
• "In 2021, Gillette launched Planet KIND, a new shaving and skincare brand. Planet KIND packaging is recyclable and made with 85% recycled paper, 85% recycled plastic, or infinitely recyclable aluminum. The Planet KIND lineup includes moisturizer, face wash, and others."
• "In 2021, Beiersdorf launched Personalized Face Care New Brand O.W.N. Only What’s Needed” — O.W.N. only uses ingredients specially formulated for individualized skincare needs."
• "In 2020, L’Oréal SA acquired Thayers Natural Remedies, a US-based natural skincare brand from Henry Thayer Company. The brand is expected to be integrated into L’Oréal’s consumer products division."
• "Favorable regulatory support in countries like India and Mexico encouraging investments at domestic level is expected to open new avenues for the market in future."
• "Body lotion is anticipated to be the fastest-growing product segment at a CAGR of 5.1% from 2019 to 2025."
• "The face cream segment led the global skin care products market in 2018 and is projected to expand further during the estimated period."

=Meeting Consumers' Social and Cultural Needs=

Neutrogena

• In April 2021, Neutrogena reaffirmed their commitment in meeting the needs of their diverse consumers. "At Neutrogena, we’re here to break down the barriers that stand between you and your best skin ever. No matter your skin issue, color, type or age."

 

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• The company launched the 'For People with Skin' initiative which outlines a long-term commitment to furthering skin care for everyone. "We're taking actions to overcome skin health barriers for all people, including the 130 million Americans who are impacted by skin health disparities, providing them with greater access to skin health expertise, education and skincare products designed for their needs."
• Through the 'For People with Skin' initiative, the company plans to "address four core pillars — advocacy, education, expertise and transparency. The following initiatives represent our commitment to continuing to take action to address barriers that stand in the way of skin health."\
• "To ensure equitable and accessible skin products for all consumers, we’ll use an inclusive approach to identify key insights that drive meaningful product innovations and relevant claims in products that are safe for all consumers across the full Fitzpatrick scale of skin tones. We’ll also expand upon our existing partnership with the Johnson & Johnson Innovation's Black Innovators in Skin Health QuickFire Challenge, which awards one grant winner up to $50,000 to continue their work to advance science for products dedicated to skin of color."
• "We’ll leverage R&D, scientist and dermatologist expertise to make the best skin science, products and solutions both accessible and inclusive. To start, the Self-Exam Beautifully guide, a 'skinclusive' interactive microsite that represents a wide range of skin tones and types, is designed to make self-exams more inclusive and engaging for the purpose of early detection of skin cancers."
• "In a commitment to be more transparent, we’ll uncomplicate skincare to empower people to achieve their best skin and feel good by doing so. We commit to ingredient transparency, increasing post-consumer recycled materials in our packaging, eliminating unnecessary cartons and plastic windows by 2023, and 100% recyclability for all plastic packaging by 2025."
• In June 2021, Neutrogena and Johnson & Johnson Innovation announced EADEM (a clean beauty brand centered around women of color and their beauty needs for bare-skin confidence) had been awarded the first grant in its Black Innovators in Skin Health QuickFire Challenge.
• Earlier in the year, the brand announced that the Grammy nominated sister-duo Chloe x Halle would serve as their new brand ambassadors. The partnership will seek to "kick-start a conversation about better skin health for all, powered by Neutrogena's superior science and diverse assortment of skincare solutions for all skin issues, types, colors and ages."

 

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Olay

• Olay's mission reads, "We believe that everyone has the power to Face Anything. We believe in a diverse and inclusive standard of beauty in which every person has the freedom to set their own definition of ‘beauty’ based on personal preferences, not societal expectations or bias. We believe in superior science. With over 65 years of a science-first approach to skin care we’re dedicated to giving you quality products, safe ingredients and real results."
• The brand has taken a clear stand against racism. "We believe Black people should have the right to live without fear." As a result, Olay and its parent Proctor & Gamble have pledged "$5 million to #TakeOnRace, a fund supporting organizations fighting systemic bias and inequality, including the NAACP Legal Defense & Education Fund."

 

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• The brand has made a "commitment to zero skin retouching in all advertising by 2021, becoming the first mass skin care brand in the US to make this stance. The OLAY skin promise logomark will appear on all advertising to signify that the skin of the women featured has not been retouched."

 

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• Olay recognizes the importance of the science behind their skincare products and they have taken action to ensure that more women enter science, technology, engineering, and math (STEM) fields. "Olay has committed $1 Million to support women in STEM, starting with a $500,000 donation to the United Negro College Fund Together, we can #FacetheSTEMgap."
• In addition, the brand "announced three goals for 2030 around achieving gender parity in STEM education, doubling the number of women working in the industry, and boosting diversity and inclusion by tripling the number of multicultural women in STEM."
• According to Marketing Dive, "#FaceTheSTEMGap extends that messaging around women in science introduced by Olay in February. By making a financial commitment to elevate underrepresented groups in a historically male-dominated industry, the P&G beauty brand is taking concrete steps that align with its longstanding efforts to promote female empowerment through marketing."
• The brand has called for an end to all animal testing in the skin care and beauty industry. "We do not test our products on animals. Olay is working closely with governments around the world to provide alternative research methods to eliminate testing on animals, enabling cruelty-free skin care in the beauty industry. For example, in a few countries where Olay is sold, governments still mandate animal tests. In those cases, Olay can be required by law to submit our products to labs where we know animal tests are happening. This is why we do not claim cruelty-free on our packaging. We do not believe these tests are necessary to evaluate safety or performance. But today, they won’t accept alternative non-animal testing methods. We remain steadfast and will continue to advocate for alternative methods to end animal tests in the industry."
• The brand's parent, Proctor and Gamble, has invested "$420 million to develop cruelty-free alternatives."
• Olay is supporting behind the scenes equality in gender and in race. "The Queen Collective is a short film mentoring and development program that P&G created in partnership with Queen Latifah and Tribeca Studios. The initiative aims to drive equality and inclusion representation behind the camera by opening doors for the next generation of multicultural women directors whose voices are crucial in diversifying the film and advertising industry. The Queen Collective is committed to driving authentic, accurate and positive portrayals of women in media while fueling the creative pipeline of women of color directors."

CeraVe

• "CeraVe is the #1 dermatologist recommended moisturizer brand."
•  During the pandemic, the brand saw an uptick in its social media presence via influencers like Hyram Yarbro.
• "Hyram posted a video on CeraVe’s SA Cleanser early 2020 on YouTube. In mid-May, one of his followers made a before-and-after TikTok and it earned 14 million video views. A day later, Hyram reacted with his own video; it earned 27 million video views."
• Other videos of his surrounding CeraVe have garnered millions of additional views.
• CeraVe's parent company, L’Oréal, states its mission as follows:
• " L’Oréal has decided to take its efforts even further through a program called L’Oréal for the Future. Our commitments towards 2030 mark the beginning of a more radical transformation and embody our view as to what a company’s vision, purpose and responsibilities should be to meet the challenges facing the world."
• "Excellence comes from within the company... and continues outside of it. With our partners and suppliers — as well as our customers –, we are striving to deliver consistent levels of quality, performance and safety. From the sourcing of sustainable ingredients at the very beginning of the supply chain — to informing you about recycling at the end of the product life-cycle, we believe that no act is too small or too unimportant if it helps to raise our level of performance. Day in, day out, we are working on implementing the best practices and improving them in order to ensure our social and environmental impact is as limited and as positive as possible."
 
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• "An important part of achieving sustainability is accurately assessing the impact of products and acting to reduce that impact. We think our responsibility is to share this information with consumers so they can make informed, sustainable choices. People are willing to do their part for the environment, but to achieve this, transparency is key. That is why we developed a Product Impact Labeling system to inform consumers on the environmental and social impact of our products. In order to provide consumers with clear and useful information, this Environmental and Social Impact Labeling includes a score on a scale from A to E, with an 'A' product considered as “best in class” in terms of its environmental impacts in its category. The score will give an accurate vision of the impact of a L’Oréal product by taking into account 14 planetary impact factors such as greenhouse gas emissions, water scarcity, ocean acidification or impact on biodiversity, measured at every stage of a product’s life cycle."
• "L’Oréal, since 1998, and the Foundation L’Oréal, since 2007, have worked with UNESCO to empower more women scientists to overcome barriers to progression and participate in solving the great challenges of our time — for the benefit of all."

Cetaphil

• In March 2021, Cetaphil announced the "launch of Sensitive Skin Awareness Week. This celebration will aim to educate consumers on how to best care for their sensitive skin with a routine that is unique and tailored to them."
• 2019 saw the brand collaborating with "Watsons and the Philippine Dermatological Society to increase awareness on the benefits of eating and sleeping right, and using the right, safe products for one’s skin type" during their initiative called the National Healthy Skin Mission.

 

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• "As a responsible corporate citizen, animal welfare is also a key priority for the company. For this reason, Galderma does not test Cetaphil products or ingredients used in Cetaphil on animals at any stage of our product innovation, development or manufacturing processes. Galderma has been utilizing industry-recognized, non-animal testing methodologies on its Cetaphil brand even before regulations prohibiting animal testing on cosmetics came into force in various countries. These efforts are part of our commitment to ensuring the safety of our products, the well being of our consumers and our contribution to society at large. Nevertheless, some health authorities may conduct animal testing for certain cosmetic products prior to approval for sale on the market, as is still the case in China."
• "Galderma is deeply committed to promoting alternatives to animal testing on cosmetics and has partnered with IIVS (Institute for In Vitro Sciences), a non-profit research and testing laboratory, to help drive alternatives to animal testing for cosmetic products globally."
• Cetaphil is a sponsor of the Children's Skin Disease Foundation and Camp Wonder, a camp for "children with life threatening and severe skin diseases who otherwise might not have a shot at the summertime joy ordinary children take for granted."

Aveeno

•  Aveeno is active in supporting a variety of social and cultural awareness causes and initiatives as they "recognize the importance of our role in helping to create a more representative industry and supporting all our consumers’ skin health."
• According to their website, "in 2020, we established the BIPOC Advisory Council, an employee group that contributes to our ability to innovate with inclusivity. The BIPOC Advisory Council provides dynamic, real-time, and fast feedback to help guide thinking and support in the development of inclusive insights, science, consumer perception, communication & shape internal practices. The Council participates in surveys, focus groups, product trials, retail shopping excursion and more to help provide meaningful insight and guidance to our innovation teams."
• To date, the brand has invested "more than $100,000 in financial support for activists and organizations fighting for social justice and racial equality."
• In addition, the brand launched "the Aveeno Skin Health Startup Accelerator in December 2020 in partnership with Essence to expand black owned brand presence in the skin care industry. Aveeno reviewed more than 100 proposals on how to harness the power of natural ingredients to create meaningful skin, face or scalp care products. The winners each received $100,000 in funding as well as mentorship from Aveeno and Essence."
• The brand has renewed its drive to achieve strong awareness about eczema. "Eczema is the second most frequent skin disease in skin of color and is one of the most common skin disorders seen in infants and children overall. Often, however, eczema can be misdiagnosed or improperly treated in skin of color as it presents different in skin tones with more melanin. With our strong heritage in sensitive skin, Aveeno is on a mission to help increase education on eczema in skin of color as well as help more than 100,00 individuals find stronger relief in 2021. We continue to educate dermatologists through our partnership with the American Academy of Dermatology and Skin of Color to drive enhanced understanding of skin of color."
• Additional measures have included the increasing of the "diversity of our agency teams, advance our diverse supplier roster, enhance representation in front and behind the camera, integrate more robust tools to measure, track, optimize impact of multicultural initiatives, and have included specific DE&I metrics in our agencies year-end evaluations and pay-for-performance compensation models to measure the impact of our efforts. Proudly, we’ve increased representation across our brand and product communications, influencer engagement and healthcare professional partnerships."
• To foster a greater investment in the future of the environment, the brand uses "a patented system called the Global Aquatic Ingredient Assessment tool to help us formulate non-toxic and biodegradable products that are not harmful to aquatic life and ecosystems."

Clean & Clear

•  Clean & Clear made a "global commitment to remove plastic microbeads from all our cosmetic and personal care products by the end of 2017" to reduce any impacts to ecosystems.
• In 2015, Clean & Clear was one of the first global brands to feature a transgender girl as spokesperson in one their marketing campaigns.
• Jazz Jennings, known for her reality show on TLC, made a massive impact in her 'See the Real Me' campaign. "My video for the campaign got over 4 million views, which was astounding. And with [that kind of] visibility and awareness comes a sense of open-mindedness. I think people are finally wrapping their heads around what it means to be transgender and starting to accept and appreciate who we are.
• "Clean & Clear doesn’t conduct animal testing of our cosmetic products anywhere in the world, except in the rare situation where governments or laws require it. At Clean & Clear, we won’t ever compromise on the quality or safety of our products or stop seeking alternatives to animal testing."
• The brand's core audience is teens of all races and genders. Their marketing campaigns are diverse as can be seen in the video clip below. They also boast their choice to have "teens weigh in on our new Clean & Clear products, from how they look to how they feel."

 

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Proactiv

• In 2019, Proactiv announced new initiatives "aimed to help validate the emotional journey of acne sufferers and inspire compassion for others."
• "In collaboration with Teen Vogue during Acne Awareness Month, Proactiv will confront acne-shaming by enlisting acne sufferers and advocates to help drive change and inspire others to also take control of their acne journey."
• Additionally, the hashtags #PaintPositivity #BecauseWordsMatter kicked off a series of exclusive content across Teen Vogue's social platforms. Coverage showcased the effects of hateful words on the self-esteem of young acne sufferers, and emphasize how advocating for them can help restore their confidence."

 

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Clinique

• The brand's social impact statement reads, "the Clinique Difference Initiative helps women build the courage to be their best selves, turning life’s pivotal moments into personal victories."
•  Clinique partners with the following foundations as part of this initiative:

 

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• Estée Lauder's (Clinique's parent company) Senior Vice President for Global Corporate Citizenship and Sustainability states, "sustainability has long been central to how The Estée Lauder Companies and its brands have operated and is a key part of our corporate strategy for the future. We know this work is more important than ever, and we are committed to accelerating our efforts to contribute to the health and well-being of people and the planet."
• Clinique's corporate social responsibility goals include:
• "Improving livings standards for communities through increasing employment opportunities. Clinique believes in working for the people, and working with the people. With the growth of the business across the world, Clinique ensures that it creates new employment and livelihood opportunities for millions across the globe. This is done through direct employment and contracts, as well as through inclusive business opportunities."
• "Enhancing the health and well being of communities. Clinique works with communities at large and aims to help them become healthier and happier. Clinique provides nutritional boosting and support to communities where it runs operations, as well as to other communities living in regions marked below poverty. Additionally, Clinique also produces and distributes health and hygiene products to enhance the well being of its customers along with the various communities it has engaged with."
• "Clinique works towards reducing its environmental footprint by ensuring that it allows the legislation regarding carbon production and release. Also, Clinique works towards designing operational processes that reduce water and land pollution. All products manufactured and distributed by Clinique come with a disposal method to reduce wastage, and increase recycling."
• "Clinique works hard to create value for not only the shareholders but for the society at large. This approach of creating shared value has enabled impressive business growth for Clinique, as well as allowing its expansion regionally as well as in its product portfolio. Through creating shared value, Clinique brings value to the lives of communities where it operates by influencing those aspects of the society which intersect and coincide with the business offerings and business operations."
• Previous social media campaigns, like 'The Difference Makers' sought to highlight women making a difference in the world.
 
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• "In a bid to correlate it’s marketing message on a social level, Clinique is using the six figures (Gina Rodriguez, Eréndira Ibarra, Victoria Pendleton, Jessica Nkosi, Nazan Eckes and Ning Chang) and emulating their work in communities by donating to eight charities such as The Smile Foundation."

• As a part of their sustainability efforts, "all Clinique products are free from parabens, phthalates, and fragrance."
• Further, the brand has pledged that "by 2025, 75-100% of our packaging will be recyclable, refillable, reusable, recycled or recoverable. In achieving this goal, we will increase the amount of post-consumer recycled (PCR) material in our packaging by up to 50%."

RESEARCH STRATEGY