Risky Business A South Korean brand learns the hard truth about greenwashing claims

摘要

Greenwashing.It's defined as the process of conveying a false impression or providing misleading information about how environmentally sound a company's products are.And it can be a marketer's nightmare.A recent incident in Asia underscores the risks inherent in trying to market"green"products too aggressively.Leading South Korean cosmetics brand Innisfree,part of the Amorepacific Group,publicly apologized in April after an angry customer took to social media to challenge the eco-friendly packaging credentials of one of the brand's hydrating serums.