Labelling strategies in the natural cosmetics sector: certified labels versus self-declared labels

Details

Supervisors

Gailly, Benoît

Faculty

Louvain School of Management

Degree label

Master [120] en sciences de gestion, à finalité spécialisée

Abstract

This thesis focuses on the various labelling strategies for companies in the natural cosmetic sector. The study begins with a theoretical overview of labelling and certification concepts, followed by a literature review of existing labelling strategies. To provide a complete analysis, an empirical analysis is conducted based on qualitative interviews with various brands in the natural cosmetic sector. The research aims to identify the benefits and drawbacks of certified and self-declared labels, key success factors for effective labelling strategies, and the impact of these labels on consumer perception and business performance. After the literature review and the confrontation of the theoretical findings to the opinion of actors in the sector, the results are applied to the company Georganics to provide specific recommendations on a real-life scenario. The findings reveal that certified labels can enhance consumer trust and brand reputation, providing access to specific markets, but they also entail significant costs and bureaucratic hurdles. Self-declared labels offer flexibility and cost savings but risk being perceived as greenwashing if not transparently communicated. Consumer awareness, effective communication, and maintaining high standards are crucial to maximise the benefits of labelling.