CONSUMER PRESCRIPTION OF SUSTAINABLE

PACKAGING OF ESTÉE LAUDER COMPANY (MAC

COSMETICS)

CHAPTER 1: INTRODUCTION

Background of study

MAC Cosmetics, stylized as MAC, is a Canadian cosmetics manufacturer that was founded in Toronto in 1984 by
Frank Toskan and Frank Angelo. The company is known for its high-quality makeup products and is headquartered in
New York City. MAC became a subsidiary of Estee Lauder Companies in 1998.
The name MAC is an acronym for Make-Up Art Cosmetics, reflecting the brand's focus on makeup as an art form.
MAC Cosmetics has gained a strong reputation in the beauty industry for its diverse range of products and inclusive
approach to beauty. The brand offers a wide variety of shades and formulas to cater to people of all ages, races, and
genders.
Consumer perception of sustainable packaging is a crucial aspect of marketing research for Estée Lauder Company,
particularly for its brand MAC Cosmetics. Understanding consumer attitudes and preferences towards sustainable
packaging can provide valuable insights for the company's marketing strategies and sustainability initiatives.

The growing importance of sustainability in consumer decision-making has prompted companies to incorporate
sustainable practices, including packaging, into their operations. Consumers are increasingly conscious of the
environmental impact of their purchasing choices and are actively seeking brands that align with their values. By
studying consumer perception of sustainable packaging, Estée Lauder Company can gain insights into how to meet
consumer expectations and position MAC Cosmetics as a sustainable and environmentally conscious brand.

Benefits of the Study

- Strategic Marketing: The research will help Estée Lauder Company develop effective marketing strategies that
resonate with consumers who prioritize sustainability. By understanding consumer preferences for sustainable
packaging, the company can tailor its messaging and product offerings to attract and retain environmentally
conscious customers.
- Product Development: Insights from the study can guide the development of sustainable packaging solutions that
meet consumer expectations. This can include using eco-friendly materials, reducing waste, and implementing
innovative packaging designs that minimize environmental impact.
- Brand Reputation: By prioritizing sustainable packaging, Estée Lauder Company can enhance its brand reputation
and differentiate itself from competitors. Consumers are increasingly favoring brands that demonstrate a commitment
to sustainability, and this study can help MAC Cosmetics establish itself as a leader in the industry.
- Consumer Loyalty: Meeting consumer expectations for sustainable packaging can foster loyalty and long-term
relationships with customers. When consumers perceive a brand as environmentally responsible, they are more likely
to make repeat purchases and recommend the brand to others.
- Market Trends: The study will provide insights into current trends and consumer behaviors related to sustainable
packaging. This knowledge can help Estée Lauder Company stay ahead of the curve and adapt its strategies to
changing consumer preferences.

Citation
The research on consumer perception of sustainable packaging in Estée Lauder Company (MAC Cosmetics) draws
upon the growing importance of sustainability in consumer decision-making (Frontiers, 2021). It also aligns with the
company's annual reports (The Estee Lauder Companies Inc., 2011) and the broader understanding of consumer
behavior and marketing strategy (Consumer Behavior: Building Marketing Strategy). Additionally, it acknowledges the
significance of cruelty-free cosmetics and the need for brands to assure consumers of their ethical practices (Cruelty
Free Cosmetics: Bridging the Gap for Conscious Consumers).

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"What are the key factors influencing consumer prescription of sustainable packaging for Estée Lauder
Company (MAC COSMETICS) products, and how can Responsible Research and Innovation (RRI) principles
be applied to enhance the adoption of sustainable packaging practices?"

This study question focuses on understanding the factors that drive consumer preferences for sustainable packaging
in the context of Estée Lauder Company (MAC COSMETICS) and exploring how RRI principles can be utilized to
promote the adoption of sustainable packaging practices.

Statement of the problem

"The problem addressed in this study is to investigate the factors that influence consumer prescription of sustainable
packaging for Estée Lauder Company (MAC COSMETICS) products and to explore the potential application of
Responsible Research and Innovation (RRI) principles in enhancing the adoption of sustainable packaging practices.
The study aims to identify the key drivers behind consumer preferences for sustainable packaging, assess the current
practices and initiatives of Estée Lauder Company (MAC COSMETICS) regarding sustainable packaging, and
propose strategies informed by RRI principles to promote the adoption of sustainable packaging practices while
meeting consumer expectations and environmental goals."
This statement of the problem outlines the main objectives of the study, which include understanding consumer
preferences, evaluating current practices, and proposing strategies informed by RRI principles to promote sustainable
packaging adoption.

Differences and similarities of the study against the gathered literature

*Differences:*
- Topic: The study topic is focused on consumer prescription of sustainable packaging for Estée Lauder Company
(MAC COSMETICS), while the gathered literature from the search results seems to cover a range of topics such as
primary and secondary research methods, qualitative inquiry, thematic analysis, diagnostic process, and assessment
in the classroom.
- Context: The study is specific to the Estée Lauder Company (MAC COSMETICS) and its consumer prescription of
sustainable packaging, whereas the gathered literature appears to be more general and not directly related to this
specific context.

*Similarities:*
- Research Methods: Although the gathered literature does not directly address RRI or the study topic, it does
mention research methods such as primary research, secondary research, qualitative inquiry, and coding qualitative
data. These research methods can be relevant to conducting a study on consumer prescription of sustainable
packaging and can potentially be applied in the study.
- Literature Review: The gathered literature emphasizes the importance of literature searches, selecting topics for
study, and reviewing existing literature. These aspects are also crucial in conducting the study on consumer
prescription of sustainable packaging, as a thorough review of relevant literature will provide a foundation for the
research.
Scope
- The scope of consumer prescription of sustainable packaging for Estée Lauder Company (MAC Cosmetics) would
involve studying the preferences, attitudes, and behaviors of consumers towards sustainable packaging.
- It would include understanding the demand for sustainable packaging, consumer awareness and knowledge about
sustainable packaging practices, and their willingness to pay for eco-friendly packaging.
- The scope may also involve analyzing the effectiveness of Estée Lauder Company's current sustainable packaging
initiatives and identifying areas for improvement.

Limitations
- Limited consumer awareness and understanding of sustainable packaging practices may affect the accuracy of the
research findings.
- The research may be limited by the availability of data on consumer preferences and behaviors specifically related
to sustainable packaging for MAC Cosmetics.
- The study may face limitations in terms of sample size and geographic coverage, which could impact the
generalizability of the findings.
- Time and resource constraints may limit the depth and breadth of the research, potentially leading to a narrower
focus or less comprehensive analysis.

Significance of the study

The significance of studying consumer prescription of sustainable packaging for Estée Lauder Company (MAC
Cosmetics) lies in its potential benefits for various stakeholders:
- Public sector: The findings of the study can provide insights to policymakers and regulatory bodies in developing
and implementing sustainable packaging regulations and guidelines. This can contribute to reducing environmental
impact and promoting sustainable practices in the cosmetics industry.
- Private sector: Estée Lauder Company (MAC Cosmetics) and other cosmetics companies can benefit from
understanding consumer preferences and behaviors towards sustainable packaging. This knowledge can inform their
product development, marketing strategies, and sustainability initiatives, leading to improved brand reputation,
customer loyalty, and competitive advantage.
- Consumers: The study can empower consumers by raising awareness about the importance of sustainable
packaging and providing information on eco-friendly choices. It can help consumers make informed decisions and
align their purchasing behavior with their values, promoting sustainability and environmental responsibility.
- Academe: The research can contribute to the body of knowledge on sustainable packaging in the cosmetics
industry. It can serve as a reference for future studies, academic research, and discussions on sustainable practices,
consumer behavior, and environmental sustainability.

Definition of term
The Research refers to a study or analysis that focuses on understanding consumer preferences, behaviors, and
demands related to sustainable packaging practices specifically for MAC Cosmetics, a brand under the Estée Lauder
Company. The study aims to explore how consumers perceive and value sustainable packaging, their willingness to
choose products with eco-friendly packaging, and their expectations from MAC Cosmetics regarding sustainable
packaging initiatives.
The study involves gathering data through surveys, interviews, or market research to examine consumer attitudes
towards sustainable packaging, their awareness of environmental issues, and how packaging sustainability
influences their purchasing decisions. The goal is to provide insights that can guide MAC Cosmetics in developing
and implementing effective sustainable packaging strategies that align with consumer preferences and contribute to
environmental sustainability.