Using the Concept of Socially Responsible Marketing While Implementing Marketing Communications on the Market of Cosmetic Products

This paper focuses on the notion of socially responsible marketing and its application within the implementation of marketing communications on the Russian cosmetics market. The object of the paper are methods of socially responsible marketing used by cosmetic companies. The subject of the paper is the usage of socially responsible marketing methods in Russia in order to increase customer loyalty. The paper consists of 3 chapters. In chapter 1 the concept of socially responsible marketing was studied both from theoretical and practical points of view. In chapter 2 the aspects of customer loyalty formation with the use of socially responsible marketing concept were considered. Chapter 3 was devoted to the design and conduction of the research in order to make recommendations for the Russian brand Natura Siberica on how to apply socially responsible marketing. Within the framework of the study, online survey and processing of statistical data were carried out. According to the results of the study, methods of socially responsible marketing can be efficiently used in order to improve customer loyalty on the market of cosmetic products in Russia.