IMPLEMENTATION OF THE SUSTAINABLE DEVELOPMENT PRINCIPLES OF THE L’ORÉAL PARIS PRODUCTS IN MARKETING COMMUNICATION IN EUROPE

Abstract

The aim of the article is to assess the level of implementation of the sustainable development principles of the L'Oréal Paris cosmetic products in marketing communication in Europe. L’Oréal relies on two complementary dimensions: transforming the company towards an increasingly sustainable business model and contributing to solving social and environmental challenges. First, a detailed financial-economic situation of L'Oréal Paris was performed. This was followed by a content analysis of the communications available on the Polish, French and German brand websites and the company's Facebook, Instagram and YouTube profiles in order to assess seven stages of a cosmetic product's life cycle.. The article consists of a theoretical and a practical part. The theoretical part uses methods of analysis, synthesis, comparison and graphical presentation of data. The practical part uses quantitative and qualitative methods. The article outlines future research direction towards continuous and clear communication between L'Oréal Paris and consumers on the level of implementation of sustainable development.