Ending animal testing for cosmetics [mémoire] ; The importance of digital marketing in the strategic development of a company [rapport de stage]

Turning back the clock in the 1960’s, in England, when the cosmetic industry was about to live a huge makeover, when the first cruelty-free cosmetic line saw the light of the day. This major change in the code of ethics towards animals has brought progress in the cosmetic industry, on an international scale. Laws against animal testing would follow on from the birth of the cruelty-free movement. In 2013, animal testing has even been officially banned within the European Union. Despite all the progress, the cosmetic industry in 2017 is not totally cruelty-free yet. Indeed, companies manage to get round the law and cosmetic that are not cruelty-free are still being sold in the EU. This academic dissertation will highlight the 2017 cruelty-free market for a deep understanding of the place cruelty-free cosmetics hold within the cosmetic industry. A marketing survey was held in a British and French environment, focusing around the perception of the cruelty-free certifications by the consumers, and the consumption of cosmetics of these latter. This research will aim at anticipating the future of the crueltyfree cosmetic industry.