In recent years, the topic of sustainability has become a central focus in the world of cosmetics. For this reason, many companies have turned towards environmental aspects, both to differentiate themselves and to meet the needs of consumers who are increasingly sensitive to these issues. Despite the efforts of many companies to support this cause, it is not uncommon to encounter the phenomenon of greenwashing, which refers to the attempt to deceive consumers about a company’s environmental practices or the environmental benefits of a product.
The consequence of this is a growing lack of trust among consumers towards all environmental claims, including those of companies that are actively working to reduce their ecological impact.
Today, it is crucial to work on greentrust, which is the trust in sustainable claims based on the credibility of the product’s environmental performance, by adopting the clearest and most transparent language possible. Once this goal is achieved, it becomes easier for consumers to distinguish between those who have truly embraced the cause and those who use it solely as a marketing strategy for commercial purposes.
We discussed this on Beauty Horizon.