course start date 16th March 2022

Sustainable Beauty Marketing Claims

Learn what consumers are expecting from beauty brands in terms of sustainability language, and what the regulators are requiring so you can make stronger marketing claims to answer the market's needs and trends.
you will learn about

Sustainable Beauty Marketing


July 2022


Brand Purpose


5 hours
self-pace + weekly Q&A over 4 weeks

Course Programme

40% of green claims online are considered misleading* 

and 94% of consumers say brands need to be more transparent about their sustainability credentials**
* Green Claim Code (UK)
** The Pull Agency (sustainability report)

Write your awesome label here.

What's included?

5 Modules
14 Videos
12 PDF

The foundation principles of sustainable marketing claims

4-hours self-paced e-learning

Who is the intro course for?

  • Marketing
  • New Product Development
  • Innovation - R&D
  • Purchasing
  • CSR


We believe that Marketers have the power and the responsibility to shape the market, influence society and drive change.
We also know that, as a marketer, you are probably feeling confused in front of the complexity of the sustainable word for beauty products.

We have designed this marketing course to help you understand how to embrace sustainability in your messaging. There are so many aspects of marketing that can go wrong and backlash on you that you need to make sure you are using the right wording. We want to inspire you and give you the knowledge you need, so you have the power to back up your business decisions and marketing claims.

Why we've created the course

A must. I couldn’t find anywhere a content that looked at both marketing and regulatory aspect of sustainability, with a focus on beauty. ”
Client testimonial

Course Content

Strengthen your sustainable journey as a beauty marketer

Learn how to navigate the market and answering consumer expectations while making sure you are prepared to adapt in line with regulations

After signing-up, you receive access to the online course when it starts. 

Introduction to sustainable beauty marketing

Understanding sustainability and marketing misconceptions in the beauty industry, so you can build a more impactful marketing strategy.
In this topic we’ll cover the most common mistakes in sustainability with product development & marketing of beauty. We will demonstrate how misconceived ideas may be a hindrance to your brand success and may bring negative press.

We will also cover the definition of sustainability, so you will understand how you can apply this to your beauty business and/or brand:
- Common Misconceptions in Sustainable Beauty
- MarketingSustainable Beauty Definition

Beyond clean and the need to clear sustainable impact from a consumers perspective

Clean beauty 3.0 is taking a new turn: how can you leverage this consumer shift? 

In less than 5 years, the clean beauty trend has dramatically reshaped consumer expectations and purchase behaviour, be it in Europe, Asia, and even now in some markets of Central / South America. How did it go from an early signal to a consumer shift in that short amount of time?  Synonym at first of a non-toxic beauty, it encompassed a broader meaning that we detected in consumers’ spontaneous conversations on the social sphere back in 2019; The story is now repeating itself with consumers taking it to a further dimension.

Focusing now on green and the environment, there is an acceleration with the “gentle” dimension. What are the real consumers' expectations? What are they rooting for with examples on ingredients that are targeted as “nasties”.

Sustainable marketing claims and what the brand stands for

What makes sustainable beauty marketing claims relevant, competitive and trusted? It greatly depends on their consistency with what the brand stands for: from the brand purpose, to the brand positioning and to causes the brand may support. 

This topic will provide beauty marketers with sound frameworks, concrete tools and illustrative examples to improve the efficiency and relevancy of sustainable marketing claims by connecting them with what the brand stands for. Conversely, it also highlights that what the brand stands for should increasingly integrate the sustainability imperative. In this topic we’ll uncover:  Brand purposeSustainability and Brand positioningCause Marketing 

- First, we define what brand purpose is, how it is often mistakenly mixed up with brand’s environmental and social responsibility (they are different yet connected), and why turning brand purpose into action and measuring its impact matters.
- Second, we explore how sustainable beauty marketing claims that are aligned with a distinctive brand positioning, applying the right story-telling / story-doing, can be a source of competitive advantage rather than just table stakes. 
- Third, beyond product-related sustainable beauty marketing claims, we look into Cause Marketing, and lay out its benefits as well as its criticisms, to avoid pitfalls.

Beauty and sustainable claims under the regulatory scope

This topic will cover the external forces affecting your business; the new regulations and limitations on environmental claims.
It is designed to provide you with an overview of the legal landscape and an update on trends and developments that may affect you in the future and what your options are for meeting them.

You will learn about laws, regulations and key aspect of "Sustainable Beauty Marketing".

This topic will cover:
- France and Europe green claims scope and regulations.

Conclusion : how to be build robust sustainable beauty claims

The world of sustainability and marketing claims are full of grey areas. What exactly is a green claim? What can you do to avoid greenwashing, how do you follow the guidelines and regulations and how can you get around setbacks? In this course you'll learn the basics of green claims: why companies use them, how exactly you can make them and strategies to overcome common challenges.

This topic will cover
- Environmental claims scope and definition
- Green Claim Code, Climate Law and FTC
- Green Guides reviewsExamples of green claims

Brands testimonials

How brands go about sustainability and beauty claims. Real life experience for genuine recommendations on how to make you claims work for your brand while avoiding greenwashing.

meet our experts

Eva Lagarde

With over 15 years international experience in the beauty industry, starting with Cosmoprof (the leading B2B beauty event), and continued with MakeUp in shows and then Premium Beauty News (leading B2B publication), Eva is now helping beauty brands marketers to develop better products with sustainability at the core thanks to the platform, tailored workshops, or consulting services. 

Forward thinker, Eva is always scouting the latest trends and innovations from brands and suppliers, hosting regular events in order to support beauty professionals to make informed decisions, build stronger portfolio and better “sustainable” marketing claims.

Mialy Raharison

Consumer trend analyst at Dynvibe
Mialy Raharison is a consumer trends analyst at Dynvibe, a fast-growing social media intelligence company. In the last two years, he has authored over 20 consumer trends reports for major actors in the beauty industry on clean beauty, the emergence of microbiome-based skincare, and more... He is also passionate about sustainability, social entrepreneurship, and combating climate change.

Dynvibe is a social media intelligence agency, who offers consumer trends surveys thanks to proprietary data analytics using artificial intelligence and experts analysis with an international team of market professionals.

Gaëlle Saint-Jalmes

Product Lawyer - 
Partner at Qolumn Law
As a lawyer and then in-house counsel, Gaëlle Saint-Jalmes has developed significant expertise in the regulation of cosmetic and health products (particularly medical devices), as well as in sustainable development issues applied to consumer products.

Her expertise in consumer law covers unfair commercial practices, e-commerce, sales promotion and advertising, in particular with respect to regulated products (alcohol and tobacco).

Her expertise also covers the more general issues of consumer law (unfair commercial practices, sales promotion, e-commerce, etc.) and advertising.

Marie Cesbron

Innovation maker and adviser
Marie Cesbron has over two decades of experience in the beauty & wellness industry growing, transforming and future-proofing brands. First at l’Oreal, where she took on various leadership roles in marketing, insight/foresight and innovation. Then at Walgreens Boots Alliance, where she was Global Innovation Director of their consumer arm. In 2019, she started Do Well Do Good ltd, an innovation advisory practice which prepares brands and businesses for a preferred future now. She sees marketing playing a key role in turning sustainability into a source of competitive advantage beyond a social responsibility.
Marie holds an MS in Marketing from HEC Paris (1996) and a BS in Psychology from Paris V Descartes University (2010). She worked and lived in Paris, New York and London where she currently resides.
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