SUSTAINABILITY IN THE COSMETIC INDUSTRY: ITS ROOTS IN HISTORY AND THE IMPORTANCE OF HISTORICAL HERITAGE FOR CORPORATE CREDIBILITY

Abstract

Cosmetic industry has always been considered a class-b industry full of controversies, as it is focused on appearance, it is fashion-driven, and it does not satisfy a primary human need. This industry developed as a proper sector only in the past century, however its growth has been impressive, and observing trends, it will probably continue to develop at an increasing rate in the future. As all contemporary industries, to survive and prosper cosmetic industry had and still has to face one of the most significant current challenges at global level: sustainability. It is recognized that, above all in the past decades, several cosmetic companies have not always been virtuous, and today the sector is often criticized for its unsustainability. However, there have been some enterprises that in the history have been able to distance from this stigma and build a long-lasting reputation that could guarantee their integrity in responsible practices. The purpose of this thesis is to analyze the historical roots of sustainability for the cosmetic industry, specifically focusing on three case studies of pioneers in sustainable cosmetics: Aveda, Weleda and The Body Shop. It will be highlighted that all these enterprises show clear commonalities, that distinguish them in the market and make them solid in sustainable operation. Particularly relevant is the role of their historical heritage and the long-term impact it has on company’s credibility and reputation.