Green Messaging in Indonesia’s Beauty Industry: Social Media Campaign Strategies from Garnier and Lyfe with Less
DOI:
https://doi.org/10.21831/informasi.v56i1.91343Abstract
The awareness of sustainable beauty has increased in Indonesia, with local and global beauty companies’ entities incorporating eco-friendly campaigns into their social media strategies. The objective of this research is to identify what, why, and how beauty brands and sustainable communities implement these campaigns to engage consumers. Utilizing an in-depth qualitative approach, purposive sampling was used to conduct interviews with three key decision-makers from Garnier Indonesia and the Lyfe with Less community. The findings reveal four primary social media content communication strategies utilized to promote green beauty: transforming brand commitment, shifting towards greener products, educating consumers about sustainable living, and presenting transparent reporting to the public. By comparing a commercial mass-market brand with a grassroots minimalist community, this study contributes valuable insights into effective brand positioning, sustainability communication, and strategies for avoiding greenwashing within the Indonesian beauty industry.
References
Adıgüzel, S. (2020). Market and brand positioning and sustainability strategies in international marketing. International Journal of Scientific Research and Management, 8(9), 9–24.
Arnott, D. C. (1994). Positioning: On defining the concept. In Proceedings of the Marketing Educators’ Group Conference. University of Ulster.
Aulina, L., & Yuliati, E. (2017). The effects of green brand positioning, green brand knowledge, and attitude towards green brand on green products purchase intention. In Proceedings of the International Conference on Business and Management Research (ICBMR 2017) (Vol. 36, pp. 548–557).
Billah, U. I., & Khan, M. M. (2018). Exploring emotional and functional positioning strategies: A case study of multinational brands operating in Pakistan. Paradigms, 12(2), 161–166.
Blankson, C., & Kalafatis, S. P. (2001). The development of a consumer/customer-derived generic typology of positioning strategies. Journal of Marketing Theory and Practice, 9(2), 35–53.
Braun, V., & Clarke, V. (2014). What could thematic analysis offer health and wellbeing researchers? International Journal of Qualitative Studies on Health and Well-Being, 9(1), 1–2.
Chan, R., Yeung, S., Noronha, J., Ardisa, A., & Goodwin, K. (n.d.). Exploring corporate sustainability in the beauty industry: Case study of Schwarzkopf. Academia.edu.
Chen, Y. S. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business Ethics, 93(2), 307–319.
Dewi, W. W. A., Avicenna, F., & Meideline, M. M. (2020). Purchase intention of green products following an environmentally friendly marketing campaign: Results of a survey of Instagram followers of Innisfree Indonesia. Asian Journal for Public Opinion Research, 8(2), 160–177. https://doi.org/10.15206/ajpor.2020.8.2.160
Drobac, J., Alivojvodic, V., Maksic, P., & Stamenovic, M. (2020). Green face of packaging: Sustainability issues of the cosmetic industry packaging. MATEC Web of Conferences, 318, Article 16.
Fayvishenko, D. (2018). Formation of brand positioning strategy. Baltic Journal of Economic Studies, 4(2), 245–248.
Findlay, R. (2019). Trust us, we're you: Aspirational realness in the digital communication of contemporary fashion and beauty brands. Communication, Culture & Critique, 12(4), 553–569.
Fortunati, S., Martiniello, L., & Morea, D. (2020). The strategic role of corporate social responsibility and circular economy in the cosmetic industry. Sustainability, 12(12), Article 5120.
Gonçalves, A., & Silva, C. (2021). Looking for sustainability scoring in apparel: A review on environmental footprint, social impacts, and transparency. Energies, 14(11), Article 3032.
Hardhiyanti, Y., & Rasyid, U. N. (2018). Komunikasi bisnis berbasis etika lingkungan sebagai CSR The Body Shop Indonesia. Bricolage: Jurnal Magister Ilmu Komunikasi, 3(2), 103–117.
Janiszewska, K., & Insch, A. (2012). The strategic importance of brand positioning in the place brand concept: Elements, structure, and application capabilities. Journal of International Studies, 5(1), 9–19.
Jara, M., & Cliquet, G. (2012). Retail brand equity: Conceptualization and measurement. Journal of Retailing and Consumer Services, 19(1), 140–149.
Kapoor, P. S., Balaji, M. S., & Jiang, Y. (2021). Effectiveness of sustainability communication on social media: Role of message appeal and message source. International Journal of Contemporary Hospitality Management, 33(3), 949–972.
Kotler, P., & Keller, K. L. (2016). A framework for marketing management. Pearson.
Kujur, F., & Singh, S. (2020). Visual communication and consumer-brand relationship on social networking sites: Uses and gratifications theory perspective. Journal of Theoretical and Applied Electronic Commerce Research, 15(1), 30–47.
Lesilolo, N. M., Marta, R. F., & Rewindinar, R. (2021). Makna kesinambungan kampanye green beauty oleh kosmetik Garnier. Koneksi, 5(1), 209–217.
Maguire, M., & Delahunt, B. (2017). Doing a thematic analysis: A practical, step-by-step guide for learning and teaching scholars. All Ireland Journal of Higher Education, 8(3), 1–14.
Mendon, S., Nayak, S., Hemachandra, S., Kunnath, S., & Frank, D. (2019). Sustainability of organic cosmetics: The mediating role of emotional benefits between cause campaign and trust. International Journal of Business & Applied Sciences, 8(3), 1–13.
Nieto-Márquez González, L. (2020). Sustainability in the beauty industry and its effect on consumers' purchase intention [Master's thesis, University of Groningen]. University of Groningen Repository.
Ries, A., & Trout, J. (2001). Positioning: The battle for your mind. McGraw-Hill.
Situmorang, T. P., Indriani, F., Simatupang, R. A., & Soesanto, H. (2021). Brand positioning and repurchase intention: The effect of attitude toward green brand. The Journal of Asian Finance, Economics and Business, 8(4), 491–499.
Spironelli, C. (2019). Cosmetics industry: An analysis of marketing and mass communication strategies [Master's thesis, University of Padua]. University of Padua Repository.
Thakkar, R. (2021). Green marketing and sustainable development: Challenges and opportunities. International Journal of Management, Public Policy and Research, 1(1), 15–23.
Virtsonis, N., & Harridge-March, S. (2009). Brand positioning in the B2B online environment: A case from the UK print industry. Journal of Brand Management, 16(8), 556–570.
Wang, H. J. (2016). Green brand positioning in the online environment. International Journal of Communication, 10, 1405–1427.
Downloads
Published
How to Cite
Issue
Section
Citation Check
License
Copyright (c) 2026 Dian Ayuria Sarwono, Aurelia Nadine Mulia
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
