Abstract:

Achieving a positive transformation of the beauty industry involves integrating sustainable development principles into integrated marketing communication. However, there is a lack of published research exploring the potential of integrating the fundamental values of sustainable development into marketing campaigns on a global scale. The main aim of the paper is to analyse the possibilities of positioning sustainable development values within the marketing communication of the beauty industry by using persuasive appeals, specifically rational and emotional appeals. The paper utilized content analysis to examine marketing campaigns considering both for-profit and non-profit organizations. Based on the findings, campaigns linked to corporate marketing strategies are more visible compared to those tied to non-profit marketing strategies. Rational appeals are more prevalent than emotional ones. Regarding the TBL dimensions, it's evident that the environmental dimension holds the highest prominence, followed by the social dimension, while the economic dimension is relatively underrepresented. The paper offered recommendations for enhancing all dimensions and improving the effectiveness of both corporate and non-profit marketing strategies to promote sustainable development values among consumers in the beauty industry. The guidelines were specifically aimed at reducing the negative impacts of the beauty industry on society and the environment, as well as personal welfare.