O marketing natural e orgânico dos cosméticos atuais: estudo de caso da marca Simple Organic
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Data
2021
Tipo de documento
Estudo de Caso
Título da Revista
ISSN da Revista
Título de Volume
Área do conhecimento
Ciências Sociais Aplicadas
Modalidade de acesso
Acesso fechado
Editora
Autores
Cardoso, Eduarda Briani
Orientador
Corrêa, Tatiana
Coorientador
Resumo
As atuais gerações estão em busca por alternativas mais sustentáveis por conta do impacto negativo que as indústrias de beleza podem causar ao meio ambiente. Com a chegada da era digital e a facilitação no acesso à informação, o comportamento tanto da marca quanto do consumidor se transformou. A sustentabilidade tornou-se um foco nas ferramentas de marketing para atingir esse novo público, ganhando vantagem das concorrências além de conceder valores sustentáveis. O presente trabalho trata-se de uma pesquisa bibliográfica com estudo de caso objetivando analisar a maneira com que a empresa Simple Organic se apresenta de forma sustentável através do marketing trabalhado nas ferramentas digitais Instagram e site. Foram investigados imagens, publicações, produtos, design, embalagens, discursos e campanhas da marca de cosméticos destas plataformas digitais, identificando o seu discurso natural e orgânico para comprovação do seu marketing verde. Por fim, pode-se concluir que a empresa Simple Organic aplica, de fato, a sustentabilidade em todos os estágios de seus produtos e possui um marketing fiel, oferecendo uma diversa e ampla gama de produtos, sem crueldade animal e sem impacto ao meio ambiente.
Current generations are looking for more sustainable alternatives because of the negative impact that the beauty industry can cause to the environment. With the arrival of the digital age and easier access to information, the behavior of both the brand and the consumer has changed. Sustainability has become a focus of marketing tools to reach this new audience, gaining advantage from the competition as well as providing sustainable values. This work is a bibliographical research with case study aiming to analyze the way in which the company Simple Organic presents itself in a sustainable way through marketing worked in the digital tools of Instagram and website. Images, publications, products, design, packaging, speeches and campaigns of the cosmetic brand on Instagram and website digital platforms were investigated, identifying its natural and organic speech to prove its green marketing. Finally, it can be concluded that the company Simple Organic applies, in fact, sustainability in all stages of its products and has a faithful marketing, offering a diverse and wide range of products, with no animal cruelty and no impact on the environment.
Current generations are looking for more sustainable alternatives because of the negative impact that the beauty industry can cause to the environment. With the arrival of the digital age and easier access to information, the behavior of both the brand and the consumer has changed. Sustainability has become a focus of marketing tools to reach this new audience, gaining advantage from the competition as well as providing sustainable values. This work is a bibliographical research with case study aiming to analyze the way in which the company Simple Organic presents itself in a sustainable way through marketing worked in the digital tools of Instagram and website. Images, publications, products, design, packaging, speeches and campaigns of the cosmetic brand on Instagram and website digital platforms were investigated, identifying its natural and organic speech to prove its green marketing. Finally, it can be concluded that the company Simple Organic applies, in fact, sustainability in all stages of its products and has a faithful marketing, offering a diverse and wide range of products, with no animal cruelty and no impact on the environment.
Palavras-chave
Marketing verde, Sustentabilidade, Simple organic