External CSR Communication in the Cosmetic Industry: Best Practice Examples

Abstract: ​The purpose of this thesis is to investigate how six cosmetic companies, in the forefront when it comes to CSR initiatives and communication, communicate their CSR work externally. The aim is to find current best practices as well as next practices. By researching the field of CSR communication as well as the external CSR communication performed by the chosen companies, a Best Practice Criteria was created. To further deepen the analysis and the discussion, interviews with representatives from two of the investigated companies were performed. The Best Practice Criteria and the interviews were later used to analyze the communicated material and to develop seven best practices themes that were gathered under the headlines of "Holistic and In-depth Communication Creates Credibility"; "Advocacy as a Way of Contributing to Social Sustainability"; "Think, Do and Talk Locally"; "Adaptability in The Digital Age"; "Connecting and Illustrating Through Narratives"; "Extended Ways of Communicating Product Transparency" and "Demonstration of CSR Roadmap". Under each best practice theme, the companies external material was thoroughly analyzed to find specific communication practices relevant to other companies in the sector to take notice of. In the discussion, seven next practices developed from the best practices is presented; "Further the Integration of CSR in Companies"; "Corporate Social Advocacy: Do not Only Perform -Inform!"; "The Importance of Community Connection: Further Local Focus"; "Utilize Technology in Search for Greater Openness"; "Illustrate more: Focus on Inclusiveness, Clarity, and Emotion"; "Eliminate Doubts with Transparent Packaging Information" and "Increase Your Credibility with Clarity and Preciseness". These were created with consideration regarding how today's best practices are going to develop due to new possibilities and change in demand from stakeholders, as well as due to the overall development of CSR work and communication in the cosmetic sector. The underlying aim of this thesis is to create an inspirational study that will gather valuable information and guidelines for other companies to consider when working with CSR communication. Further, companies may use this study for benchmarking within the cosmetic industry.