Corporate Social Responsibility (CSR) and Its Role in Brand Strategy
Corporate Social Responsibility (CSR) is becoming more important in today’s world, especially for beauty brands. Consumers are now paying attention to companies that focus on ethical practices and sustainability.
But what exactly is CSR, and how can it be applied in business? CSR refers to the actions companies take to operate in an ethical, socially responsible, and environmentally friendly way. This can involve reducing a company’s carbon footprint, supporting local communities, and being transparent about business practices.
For brands, integrating CSR can offer a range of benefits, as noted by Kevin Keller and Vanitha Swaminathan. CSR can:
Make the brand seem more trustworthy
Increase brand recognition
Improve the brand’s image
Create positive emotions around the brand
Build a community of loyal customers
Encourage customer engagement (Swaminathan & Keller, 2019)
In the beauty industry, where personal expression and values are important, CSR initiatives can make a brand stand out to consumers.
L’Oréal
L’Oréal has set big goals for sustainability, like reducing its carbon footprint by 50% (L’Oreal Groupe). They are working on reducing plastic waste, conserving water, and using more eco-friendly ingredients. These efforts have been well received by customers who want to make environmentally-friendly choices. L’Oréal’s "Sharing Beauty With All" program also shows their commitment to diversity and inclusion, which has helped build strong customer loyalty.
e.l.f. Beauty
e.l.f. Beauty is known for its #eyeslipsfaceclean campaign, which promotes cruelty-free and vegan products at affordable prices. Their inclusive marketing approach celebrates self-expression for everyone, making them stand out as a brand that cares about both beauty and ethics. By being transparent about their values and staying committed to animal welfare, e.l.f. has created a positive connection with consumers who want to support ethical brands (e.l.f. Cares).
For beauty companies, CSR is not just a passing trend—it’s a strategy that connects products with purpose.
Read more about brand strategy and how to measure its success here.
Swaminathan, V., & Keller, K. L. (2019). Strategic Brand Management: Building, measuring, and Managing Brand Equity, Global Edition. Pearson.
