BRAND AND SOCIAL RESPONSIBILITY: PERSONAL CARE BRANDS EXAMPLE

In this study, first of all the importance of brand is mentioned and the relation of it with marketing, publicity and advertisement. At the same time, individual-brand and brand-society relation is dealt with and the relation of brands to social responsibility is emphasized. Today, brands’ success cannot be measured by their profits. With the decrease of the difference between the brands, social responsibility campaigns have become the most important factor among the factors that provide brands to be different from each other. The development of the understanding of social responsibility is evaluated historically and it is determined that today’s brands are not only responsible to the customers but also to the society. Personal care products are used widely, they remain in the agenda by containing unhealthy materials and harmful for the environment as well as. People prefer healthier and natural products while buying personal care products. These brands try to locate themselves as less harmful and sensitive for the nature. In this respect, in the article, the personal care brands Unilever, P&G, Avon and Est”e Lauder which are among the Fortune’s 2017 “Biggest 500 Companies of the Year” are analyzed in terms of social responsibility campaign period, type, partners and applying field. Geoffrey P. Lantos’ social responsibility categorization is used as a base by categorizing the social responsibility types