Citation:

Zelika Nidya Damarani, Rista Nurdianasari, Shabira Maharani. "Sustainable Innovation in Marketing: A Literature Review on Green Products and Design for Sustainability in a Manufacturing Cosmetic Company" International Research Journal of Economics and Management Studies, Vol. 4, No. 5, pp. 148-154, 2025.

Abstract:

The cosmetics industry has demonstrated significant growth, with outstanding sales trends projected through 2025 (Ministry of Industry of the Republic of Indonesia, 2024). In this context, sustainable innovation in marketing, particularly concerning green products and sustainable design, is crucial for cosmetic packaging manufacturing companies to maintain their competitiveness. This study presents a literature review on implementing sustainable innovation concepts in cosmetic product marketing, focusing on environmentally friendly packaging design. This literature review identifies effective marketing strategies to enhance the appeal of green products and examines how companies can adopt sustainable design principles to meet consumer expectations and government regulations. Several countries have implemented strict sustainability policies, including restrictions on single-use plastics and incentives for businesses adopting circular economy principles. These policies encourage industry players to adjust their business strategies to remain competitive globally. Findings from this review suggest that adopting sustainability-driven marketing strategies enhances brand image and customer loyalty and strengthens a company’s position in navigating increasingly stringent regulatory dynamics. Therefore, cosmetic companies must continuously innovate their products and packaging designs in alignment with sustainability trends and government policies to ensure long-term business growth.

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Keywords:

Sustainable Innovation, Green Marketing, Sustainable Design, Cosmetic Company, Sustainability Regulations, Circular Economy.