Sustainability Communication in the Global Beauty Industry: The Overview of Persuasive Appeals

Purpose – The main aim of the paper is to analyze the possibilities of positioning sustainable development values within the marketing communication of the beauty industry by using persuasive appeals, specifically rational and emotional appeals. Design/Methodology/Approach – The paper utilized content analysis to examine marketing campaigns considering both for-profit and non-profit organizations. Findings and implications – 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 Triple Bottom Line (TBL) dimensions, it is 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. Limitations – The main limitation of the study lies in its focus on marketing campaigns in English only and those accessible online. Future research should be expanded in scope to encompass other languages. Originality – Despite the increasing emphasis on integrating sustainability into marketing, there is still a significant gap in published research examining how the fundamental values of sustainable development can be effectively integrated into marketing campaigns on a global scale. The study addresses the research gap by recommending specific guidelines aimed at reducing the negative impacts of the beauty industry on society and the environment, as well as personal welfare, through rational and emotional appeals within sustainability communication.