Protecting Natural Resources and Ecosystem
Sephora is a cosmetic brand that values sustainability. Its behavior as a company is characterized by initiatives that protect the beauty of the environment. In order to continue its effort of preserving the environment, it should incorporate practices that would encourage its customers to adopt sustainable practices when it comes to buying their products. One of the marketing strategies that Sephora should continuously do is Green Positioning. In this strategy, Sephora will explicitly promote itself as a company that adheres to sustainable practices being encouraged by the cosmetics industry (Dean & Pacheco, 2014). In particular, Sephora should continue to market their company as a protector of the ecosystem. Research has shown that many brands nowadays use their “green” advocacies in making themselves more marketable to pro-sustainable consumers (Bom et al, 2019). Billboards and other marketing campaigns should focus on how their cosmetic products are created in a sustainable way. Its website should continue to be updated regarding the positive effects of their sustainability on the environment. However, Sephora should ensure that it is transparent in terms of its sustainability. Otherwise, its competitors might challenge Sephora that its failure to disclose its sustainable practices is an indication of false advertising (Wang, 2016).
Prevent Climate Changes and Preserve Energy Resources
Practicing unsustainability is one of the leading causes of environmental degradation. As such, many cosmetic brands have shifted to strategies that prevent climate change and preserve the energy resources of the world. In order for Sephora to ensure that only sustainable behavior is practiced by the company, it can follow a Triple-Bottom Line (TBL) approach, which gives equal importance to the people, the planet, and the company’s profit (Joyce & Paquin, 2016). One of the ways that climate change can be addressed by Sephora is by ensuring that it increases energy efficiency with its operations. In addition, its marketing campaigns should also highlight how it takes care of the planet by shifting to renewable sources of power. Once its target market sees that the company commits to environmental, social, and economic sustainability, more consumers will be attracted to use the products of Sephora. In addition, by using the TBL approach, Sephora will be able to inform the consumers that its products do not only benefit the customers, but also the environment (Trivedi et al, 2018). However, one of the challenges that this approach may encounter is its continuity once the company’s profits begin to dwindle as a result of valuing sustainable practices for the planet and for the people (Arowoshegbe et al, 2018). Thus, continuous market research is important to ensure that Sephora will remain profitable despite its efforts to continue with its sustainable practices.
Control on the Emissions
The Green Pricing marketing strategy can be utilized by Sephora in marketing its sustainable behavior to its consumers. By making the customers aware of sustainable practices that the company has undergone in order to make their cosmetic products with minimal negative effect on the environment, customers will be inclined to buy these products even if they are priced higher than other brands (Kasliwal & Khan, 2016). Research has shown that green customers are willing to purchase products that are environmentally friendly at a higher price as compared to products that are not sustainably produced. In particular, Sephora can inform the consumers that its products are made in an environment that controls the emission of greenhouse gases in the air. In the same way, Sephora can also emphasize that the logistics providers that the company partners with support sustainable practices, such as incorporating supply chain initiatives that minimize hazardous gas emissions (Bhattacharjee, 2015). However, the challenge with this strategy is the inability of the brand to reach customers who cannot afford products that are sold at a high price (Ahmad, 2016). Thus, Sephora should consider its marketability to lower social classes in pricing its products.
Reduction in the Impact of, Production and Transformation of Raw Material Through Eco-Design
Business sectors should be mindful of how their products are packaged. The utilization of plastic as packaging materials does not attract consumers who are supportive of sustainable practices. Sephora can market its environmentally sustainable practices by using a Green Design marketing strategy. In this strategy, its cosmetics products, such as blush on packs, eyeshadow cases, and mascara boxes can be packaged using an eco-design that signifies the company’s support for sustainable practices. Studies have shown that the packaging materials that companies use have a huge impact for customers. In particular, a green consumer will be attracted to purchase products that are packaged using recyclable materials and produced with minimal materials (Fonseca-Santos et al, 2015). In the same way, the way products are packaged is a way of relaying the message that its products are also organically and sustainably produced. This is supported by the research of Auliandri et al (2018), which states that the green packaging of products positively influenced the purchasing attitude of consumers. However, one of the challenges that a Green design marketing strategy may encounter is sourcing durable packaging materials from suppliers who also practice sustainable practices in their operations (Cekanavicius et al, 2014). This will ensure that the green packaging materials that Sephora will utilize are created sustainably from start to end. Therefore, Sephora should research on the operational sustainability of its partner suppliers.
Recovery of Waste: Sephora participated in the CEDRE program, in which the process of sorting, recycling, and recovery of wastage is followed, generated from packaging, manufacturing, distribution, and sale of the cosmetic product
Sephora can utilize a green disposal strategy in order to attract more consumers. Green disposal is an effective marketing strategy that ensures that the whole production process is sustainable. Thus, environmentally friendly activities, such as manufacturing, packaging, and disposal of wastes, generate the least amount of waste that are released in the environment. The research of Rahman et al (2016) states that incorporating proper waste management practices have the capacity to improve the performance of businesses because of customer cooperation. In addition, the research of Pradeep & Kuckian (2017) states that companies that avoid the disposal practices that are harmful to the health of humans becomes a selling factor to consumers who support sustainable practices. In particular, Sephora can market its participation in the CEDRE program, which ensures that the process of manufacturing, distribution and packaging of cosmetic products are done in an effort to sort, recycle, and recover wastes from the manufacturing process of products. However, one of the challenges that Sephora has is having competitors who are also part of the CEDRE program. Researches have shown that having many brands that market themselves as green companies are competitors in the field of practicing sustainability in the industry (Van Horen et al, 2018). Thus, Sephora should continue to strengthen its visibility as a green company by incorporating a sustainable business model that puts a premium on environmental protection.
References
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