Green Beauty

: a path towards sustainable luxury : the cases of L´Oréal Luxe and Jurlique

Abstract

There is growing societal urgency towards sustainable development, with firms increasingly acting on sustainability. However, sustainable luxury is considered paradoxical by some scholars and practitioners. Recent research has shown that committing to sustainability is beneficial for luxury firms, improving their reputation and innovation levels. Still, research is scarce on how luxury firms can become more sustainable, especially concerning one of the most pollutant sectors: cosmetics. Thus, this thesis aims at understanding how luxury beauty firms can become more environmentally-sustainable, which is determinant for corporate survival and socioeconomic development.Adopting a qualitative approach, I conducted two case studies on luxury beauty firms that are becoming more environmentally-sustainable. My findings show that firms can attain this objective by following a three-step approach: defining, implementing and monitoring a sustainability strategy. When defining the strategy, its environmental goals are based on international scientific standards. Studied in light of Porter's value chain model, successful implementation depends on stakeholder engagement and co-creation throughout the product lifecycle. This can be achieved with several initiatives, namely changes in production processes, product innovation and sustainable packaging. Monitoring this sustainability strategy entails measuring and communicating its impact on environmental sustainability.This research advances academic knowledge while providing practical recommendations for luxury beauty managers interested in embedding sustainability in their business models, redefining both industry practices and consumer expectations.

Date of Award	27 Jan 2021
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Laure Leglise (Supervisor)