Analyzing the effects of safe and natural ingredient claims on brand reputation in clean beauty branding

: the case study of Benamôr

Abstract

In recent years, a new trend has emerged in the cosmetics industry: the “clean beauty” movement. Faced with a growing awareness of the health risks associated with certain hazardous substances and the negative impact of this industry on the environment, consumers are now turning to safer, more natural products, prompting companies to adapt to this evolution. It is therefore legitimate to question the real impact of this transformation on the reputation of these companies. This research aims to determine whether natural and safe ingredient claims influence the reputation of cosmetic brands, particularly in the context of clean beauty. While current literature focuses mainly on general aspects such as transparency and trust in eco-friendly brands, this study specifically explores the impact of such claims on brand reputation, focusing on the Portuguese brand Benamôr 1925. The aim is to study Benamôr employees' perspectives on these ingredients and evaluate their influence on brand reputation for consumers. This research was conducted through both qualitative and quantitative research. First, individual interviews with 6 employees of the Benamôr 1925 brand revealed their motivations and impressions behind the use of the natural and safe ingredient claims on their products. Subsequently, it analyzed the opinion of 34 consumers, based on a questionnaire sent in order to get insights on consumer’s perception of the brand's reputation in relation to the natural and safe ingredient claims. Findings suggest that Benamôr 1925’s emphasis on safe and natural ingredients is vital for its strong reputation in the clean beauty sector. Both employees and consumers value the brand's transparency, educational content, and ethical practices. This commitment fosters significant trust and loyalty among consumers.

Date of Award	21 Feb 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Patrícia Tavares (Supervisor)