Green-washing in the cosmetics sector from animal rights perspective: "Cruelty-free"

This study focuses on the "cruelty-free" labels frequently encountered in the cosmetics industry and their relationship with the marketing strategy called "greenwashing". "Cruelty-free" labels, which are an extension of the anti-vivisection movement in the struggle for justice for non-human animals, have become a means for global cosmetics companies to appear to be looking out for the welfare or rights of animals. With this label, companies continue to practice speciesism while supposedly advocating for rights. In this context, the research focuses on whether cosmetic brands are taking attitudes or activities that may be contradictory in terms of animal rights with their statements of being "cruelty-free". The study provides a qualitative analysis of the ways in which "cruelty-free" labels are "greenwashing" in the context of animal rights. Within the scope of the research, the websites of three industry-leading global cosmetics companies and five sub-brands owned by them were analyzed by document analysis method. The data obtained were interpreted and relevant discussions were included. The most important result obtained as a result of the research is that the concept of "cruelty-free", which appears to be a part of the struggle for justice of non-human animals, which is an oppressed group, has become a part of the marketing strategy called "greenwashing" and that the problem of speciesism is hidden behind this label. Key Words: Cruelty-free, Greenwashing, Speciesism, Animal Rights