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Chapter 11a: Discussion Questions & Activities

Discussion Questions for Chapter 11A

  1. How has your impression of beauty product consumption changed after reading this chapter? Are there specific areas where you feel you can make more sustainable choices of your own? If so, where?
  2. Have you heard of any of the brands in this chapter before? How has this chapter influenced your willingness to support sustainable brands? Which ones in particular?
  3. What are the most significant environmental impacts of traditional beauty products? How do they impact human health?
  4. Are all chemicals and preservatives bad for our bodies? Why might cosmetics business claim their products are “preservative-free” or “synthetic free”?
  5. Consider the role of ethical marketing discussed in the chapter. How important is transparency to you when choosing cosmetics brands to support?
  6. Think about the sustainable practices mentioned in the chapter. Are there any specific initiatives or actions you would like to see more beauty brands adopt? Why do you think they do or choose not to take these actions?
  7. Have you ever recycled a plastic bottle after using it for your skin, hair, or face? Examples include a shampoo/lotion/hair product bottle, nail polish bottle, makeup container, etc.? If you have, what did you do with it and how? If you have not, what would make it easier for you to recycle one of the example products in the future?
  8. How do social media campaigns influence consumer behavior towards sustainable beauty products? Do you know of any “skinfluencers” on social media? Which ones?
  9. Discuss the role of certifications in promoting sustainable beauty products. Are they effective in influencing consumer choices? Have you seen one before? Where?
  10. Have you heard of the apps Skin Deep, Detox Me, or Clearya? Have you tried any app to do research on products before buying them before? If so, what happened? If not, try searching for these or other apps to help make conscious purchasing decisions.

 

Activity 1: Analyze a case study about beauty or health products using Life Cycle Assessment

Objective: Think critically about a real case study regarding health and/or beauty; apply Life Cycle Assessment to case study; evaluate a claim using the LCA.

Instructions:

  1. Select a Case Study: Choose one of the beauty brands or sustainability campaigns from the list below. Options 1-11 are effective claims about a company’s product’s life cycle assessment, 12-20 are controversies where a beauty product harmed the environment.
  2. Research the Company’s Claims: Read through the brand’s website and any sustainability reports they provide.
  3. Apply the Life Cycle Assessment (LCA). A Life Cycle Assessment (LCA) is an analysis of the impact that an individual object has on the planet. Below is a visual useful for anyone interested in product management, research and development, supply chain management and procurement, marketing and sales, and strategic management:
  4. Eco Chain. From https://ecochain.com/blog/life-cycle-assessment-lca-guide/

    The above visual has the following words pointing toward each other to make an endless looping circle. Below are questions to help you consider each section:

    • Raw Materials: Where are ingredients sourced from? Are they certified sustainable?
    • Production Process: Is the company reducing energy/water use? Are there harmful emissions?
    • Packaging & Distribution: Is the packaging recyclable or biodegradable? How transparent is their supply chain?
    • Product Use: Does using this product have environmental consequences (e.g., water pollution, microplastics)?
    • End of Life: Can the product or its packaging be recycled, composted, or reused?
  1. Consider the following for one case study:
    • What sustainability claims does the company make?
    • Are these claims backed up by real data and transparency?
    • Based on the LCA, do you believe the company is genuine, misleading, or engaging in greenwashing?
    • How effective is the company’s sustainability communication?
    • What recommendations would you make to improve its messaging?
  2. Engage with Peers: Respond to at least two classmates by comparing your analyses, challenging assumptions, or providing additional insights.

Case Studies to Choose From

Pick one from 1-11 and use Life Cycle Assessment (LCA) to assess their sustainability claims:

  1. Lush vs. Bath & Body Works – Which brand communicates sustainability more effectively?
  2. Garnier’s Green Beauty Initiative – Is it truly eco-friendly or greenwashing?
    • Garnier: https://www.garnierusa.com/about-our-brand/green-beauty
  3. The “Clean Beauty” Trend – How do brands define “clean” in an unregulated industry?
  4. Reusable vs. Single-Use Packaging – How do brands like Ethique (solid shampoo) or Fenty (refillable makeup) market their efforts?
  5. Microplastics in Skincare – How do brands communicate efforts to eliminate microbeads?
    • The Body Shop: https://www.thebodyshop.com/en-us/about-us/sustainability
  6. The Cruelty-Free Debate – How do brands that sell in China navigate animal testing regulations?
  7. DIY Beauty vs. Commercial Products – How do businesses respond to growing consumer interest in homemade skincare?
  8. Aveda Men’s Sustainable Hair Products – Are Their Claims Justified?
  9. Natura Brasil’s Sustainable Ingredients – How Well Do They Explain Their Process?
  10. Burt’s Bees & ISO Guidelines – Does Burt’s Bees Meet International Sustainability Standards?
  11. Sephora’s Supply Chain Transparency – How Transparent is Sephora About Its Suppliers?

Rubric for Activity 1

Criteria Exceeds Expectations (2.5) Meets Expectations (2) Approaching Expectations (1.5) Below Expectations (1 or below)
1. Research & Understanding of Claims Thoroughly investigates the company’s sustainability claims with strong use of evidence from the website or reports; shows deep understanding Adequately researches and summarizes company claims; shows clear understanding of core issues Uses limited or surface-level research; includes vague or generalized statements Little to no evidence of research; misunderstanding or misrepresentation of claims
2. Application of Life Cycle Assessment (LCA) Accurately and thoughtfully applies LCA to the selected case; connects it clearly to real-world implications in business or sustainability Applies LCA correctly and provides a reasonable summary of product impact Attempts LCA analysis but lacks detail, accuracy, or connection to the company’s claims Misapplies or omits LCA; does not show understanding of its purpose or relevance
3. Written Paragraph Paragraph is well-organized, insightful, and clearly articulates the results of the LCA; free from grammatical errors Paragraph clearly summarizes the LCA with minor errors in organization or grammar Paragraph is vague, disorganized, or difficult to follow; some grammar issues Paragraph is incomplete, off-topic, or contains major writing and grammar problems
4. Presentation & Active Listening Clearly presents paragraph to class; listens attentively and takes thoughtful notes on others’ presentations Presents clearly and listens to peers; notes are complete and relevant Presentation is unclear or hard to follow; limited listening or incomplete notes Does not present, shows poor listening behavior, or submits no notes

 

 

Activity 2: Analyze a case study about greenwashing beauty products

Objective: Think critically about a real case study regarding health and/or beauty; apply previous lessons on evaluating greenwashing and presentations; evaluate a claim in groups.

Instructions:

Pick one option from 11-19 (or read them to choose your own in number 20). Read about the controversies related to beauty products that harmed the environment. They are summarized below but you are encouraged to find more information online. Present a summary of the case to the class:

  1. Bondi Sands’ Sunscreen Lawsuit (Australia): Bondi Sands faced a lawsuit alleging that their sunscreen products did not provide the advertised SPF protection, potentially exposing users to harmful UV radiation. The company denied the allegations and maintained that their products met all regulatory standards.
  2. L’Oréal’s ‘Sustainable’ Bottle Controversy (France): L’Oréal was accused of greenwashing for claiming its Elvive Full Restore 5 shampoo bottle was “more sustainable” without providing clear context or evidence. The company did not publicly address these specific allegations.
  3. SKKN’s Refill Controversy (USA): Kim Kardashian’s skincare line, SKKN, faced criticism for its refillable packaging, with consumers arguing that it failed to reduce packaging waste. The brand did not publicly respond to these criticisms.
  4. Head & Shoulders’ Environmental Claims (USA): Head & Shoulders was accused of greenwashing for promoting environmental initiatives while sourcing palm oil linked to deforestation. The company committed to more sustainable sourcing practices following the backlash.
  5. Use of Microplastics in Cosmetics (Global): Many beauty brands have historically used microplastics, such as microbeads, in products like exfoliants, contributing to ocean pollution. Following environmental campaigns and subsequent regulations, several companies have phased out microplastics and promoted these changes to consumers.
  6. Phthalates in Perfumes (Global): Phthalates, used in many fragrances, have been linked to health issues like hormone disruption. While some companies have removed phthalates and highlighted this in their marketing, others have been less transparent about their use.
  7. Mielle Organics Hair Loss Allegations (USA): Mielle Organics faced consumer complaints about hair damage, including breakage and loss. The company denied any formula changes and stood by the safety of their products, attributing issues to potential counterfeit products.
  8. PFAS in European Cosmetics (Europe): The European Chemicals Agency found that hundreds of cosmetics sold in the EU contained toxic substances, including PFAS, which are linked to health issues like cancer. Some companies have begun reformulating products to meet new regulations, while others have remained silent.
  9. Target’s ‘Clean’ Beauty Lawsuit (USA): Target faced a lawsuit alleging that its “Target Clean” beauty products contained harmful chemicals despite being marketed as “clean.” The company has not publicly commented on the ongoing litigation.
  10. Find a controversy of your own with the instructor’s approval.

 

Activity 3a: “Why Us” Statement Analysis

Objective: Develop skills in critically analyzing marketing materials; understand the role of language, tone, and visual elements in marketing; enhance digital literacy by navigating and interpreting website content.

Instructions:

Step 1

Select a Product: Choose a cosmetics product such as lotion, shampoo, soap, makeup, or a hair product that claims to be eco-friendly (using words like “clean,” “natural,” “organic,” “plant-based,” or something similar).

Step2

Locate the “Why Us” Statement: Find a description or explanation on the product’s website that details why consumers should choose their product over others. Below is an image example of Aveda for Men (banner):

 

The central figure is a man with neatly styled dark hair and a well-groomed beard, dressed in a casual plaid shirt. He is sitting thoughtfully with his hands clasped together, gazing into the distance. The backdrop features lush green foliage, suggesting a natural, outdoor setting. Positioned to the right of the man, in large, bold text, it reads: “Different by Nature, Made for Men”. Below the main headline, in slightly smaller text, it states: “aveda men pure-formance™”. Underneath the subheadline, in smaller font, it says: “Simplicity + high performance = the art of grooming. The simple equation to looking—and feeling—your best.”

Below is the “Why Us?” Statement:

 

With a white background and black text in all CAPS, it reads: WHY AVEDA MEN? BECAUSE MEN’S SKIN AND SCALP DIFFER FROM WOMEN’S, THEY NEED TO BE TREATED DIFFERENTLY. MEN ARE MORE PRONE TO SENSITIVITY, ITCHINESS, IRRITATION, REDNESS AND OTHER UNPLEASANT SKIN AND SCALP CONCERNS.

Step 3

Analyze the Content: Write 1-3 paragraphs analyzing for three or more of the following:

    • Words: Examine the language used. Are there specific buzzwords or phrases that stand out? Are the claims specific or vague?
    • Tone: Identify the tone of the statement. Is it friendly, authoritative, urgent, etc.?
    • Colors: Look at the color scheme. Do the colors reinforce the eco-friendly message?
    • Fonts: Consider the typography. Is it modern, traditional, bold, consistent, or underlined? Does it use proper capitalization? Why do you think that is?
    • Images: Analyze the images used. Do they support the eco-friendly claim? Do they target the right audience? What makes you say so?
    • Additional Elements: Note any other elements that contribute to the overall message, such as logos, icons, or layout.

 

Activity 3b: Compare Websites from Activity 3a

Objective: Collaborate with peers to compare and contrast marketing strategies; enhance communication skills through group discussions; develop critical thinking by evaluating different marketing approaches.

Instructions:

  1. Divide into small groups of 2-4 people.
  2. Each group member shares the product they analyzed in Activity 3a, including the “Why Us” statement and their analysis of words, tone, colors, fonts, and images.
  3. As a group, discuss the similarities and differences in the marketing strategies of the products analyzed. Consider:
    • How do different companies convey their eco-friendly claims?
    • What common strategies do they use?
    • Are there any particularly effective or ineffective elements?
  4. Summarize the key insights from your discussion and be prepared to share them with the class.

 

Activity 3c: Write “Why Us” for a Real or Hypothetical Company

Objective: Apply knowledge of effective marketing strategies to create persuasive content; enhance creativity by developing a unique product and marketing message; practice professional writing skills; develop visual design skills to create an appealing presentation.

Instructions:

  1. Think of a real or hypothetical eco-friendly cosmetic product (e.g., lotion, shampoo, makeup, soap, hair product, etc.).
  2. Write a paragraph that explains to customers why they should purchase your eco-friendly product over another. Make sure to:
    • Highlight unique selling points.
    • Use persuasive language and a professional tone.
    • Ensure clarity and conciseness.
    • Use appropriate word choice, font, color, and image.
  3. Consider the visual aspects of your presentation, including:
    • Colors: Choose a color scheme that reflects the eco-friendly nature of your product.
    • Fonts: Select appropriate typography to enhance readability and appeal.
    • Images: Include images that support your message and attract your target audience.
  4. Prepare your paragraph and visual elements for submission. It can be on a PowerPoint slide, Word document, website, or another software.

Example:

Product Name: PureNature Shampoo

Why Us Statement: Discover the purity of nature with PureNature Shampoo, crafted with 100% organic ingredients and packaged in biodegradable bottles. Unlike conventional shampoos, PureNature is free from harmful chemicals and synthetic fragrances, ensuring a gentle cleanse for both your hair and the environment. Our unique blend of botanical extracts nourishes your hair, leaving it soft, shiny, and full of life. Choose PureNature Shampoo and make a sustainable choice that benefits you and our planet.

Rubric for Activity 3c: Write “Why Us” for a Real or Hypothetical Company

Criteria Excellent (5) Good (4) Satisfactory (3) Needs Improvement (2) Poor (1)
Writing Quality Exceptionally clear, grammatically correct, and highly persuasive. Clear and mostly correct, with minor errors. Generally clear, some grammatical errors, somewhat persuasive. Lacks clarity, several grammatical errors, not very persuasive. Unclear, many errors, not persuasive.
Realistic Highly believable and authentic product and claims. Believable and mostly authentic product and claims. Somewhat believable, but a few claims are questionable. Difficult to believe, with many questionable claims. Not believable, with unrealistic claims.
Professional Tone Highly appropriate, engaging, and professional language. Appropriate and professional, minor lapses. Somewhat appropriate, occasional lapses in tone. Frequently inappropriate, unprofessional tone. Inappropriate, unprofessional tone.
Organized Exceptionally well-organized, logical flow. Well-organized, logical flow with minor issues. Generally organized, but some parts are confusing. Poorly organized, lacks logical flow. Disorganized, confusing structure.
Well-Designed Visually Excellent use of colors, fonts, and images, highly appealing. Good use of visual elements, mostly appealing. Satisfactory use of visuals, but could be improved. Poor use of visuals, not very appealing. Very poor use of visuals, not appealing.

 

 

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Communicating Environmental Sustainability in Business for Global Audiences Copyright © by Marie Moreno. All Rights Reserved.

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