Ch. 3 Ethics and Social Responsibility

There are many challenges that come along with any business. Ethics and social responsibility is one of these challenges that can determine the success of a business, and the image that it portrays to the public. To be ethical and socially responsible, a company must find ways to demonstrate and comply with the pyramid of corporate social responsibility. The pyramid includes philanthropic, ethical, legal, and economic responsibilities. Maybelline has certainly met the economic responsibility by being one of the top cosmetic brands and achieving great profits throughout its history. Maybelline has also made efforts to be ethically responsible. One of these attempts includes not testing their products on animals. Prior to 1989, Maybelline used animal testing to ensure the safety of their products. Technological advancements allowed Maybelline to start testing their products on reconstructed skin models and computer modeling.       (http://www.maybelline.com/Beauty-Advisor.aspx ).  Maybelline has also made various efforts to give back to its consumers and the community. Maybelline teamed up with PEOPLE and Essence magazines, in search of ten women who have made a difference in their communities through education. The ten honorees were granted $10,000 each to give to their chosen educational program or institution. They were also featured in PEOPLE and Essence magazines along with a picture and their story. ( http://www.prnewswire.com/news-releases/maybelline-new-york-honors-women-who-empower-through-education-58580687.html ).

Like many other companies, Maybelline has seen itself in trouble over ethical issues.  In 2011, the Advertising Standards Authority in Great Britain banned a Maybelline advertisement for using “post-production techniques” to enhance the model’s appearance, and exaggerate the effects of the product. 

(http://www.tomandlorenzo.com/2011/07/lancome-and-maybelline-ads-banned.html ).  A year ago, three women filed a lawsuit against Maybelline for false advertisement. Maybelline claimed in advertisements that the lipsticks in question, could last up to 10 to 14 hours and that the lipsticks “stayed vibrant and shiny, yet transparent, and won’t fade”. The women who sued Maybelline, claimed that this was false advertisement, and the products did not live up their expectations.                ( http://www.insidecounsel.com/2012/09/24/maybellines-long-lasting-lipstick-under-scrutiny ).

Here is the advertisement that was banned by the Advertising Standards Authority: