{"id":25253,"date":"2016-12-04T10:44:01","date_gmt":"2016-12-04T10:44:01","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=25253"},"modified":"2016-12-04T10:44:01","modified_gmt":"2016-12-04T10:44:01","slug":"cosmebio-marketing-vert","status":"publish","type":"post","link":"http:\/\/consumerinsight.eu\/marketingisdead\/cosmebio-marketing-vert\/","title":{"rendered":"Cosm\u00e9bio et le marketing vert."},"content":{"rendered":"

Quelle horreur\u00a0: du marketing vert\u00a0!<\/p>\n

Le pr\u00e9sident de Cosm\u00e9bio, l\u2019association qui porte le label du m\u00eame nom, n\u2019a pas de mots assez durs pour d\u00e9noncer les cancres de la cosm\u00e9tique bio\u00a0: \u00ab\u00a0A l\u2019\u00e9poque, beaucoup de fabricants de cosm\u00e9tiques faisaient du \u00ab\u00a0marketing vert\u00a0\u00bb en mettant un peu de bio dans des produits qui n\u2019avaient rien de bio\u00a0\u00bb<\/em>\u00a0!<\/p>\n

Quel terme r\u00e9pugnant\u00a0: du marketing\u00a0!<\/p>\n

Mais ce cher pr\u00e9sident ne confondrait-il \u00ab\u00a0marketing vert\u00a0\u00bb<\/em> et \u2026 greenwashing, pratique certainement peu honorable puisque bas\u00e9e sur le mensonge, et que d\u00e9noncent r\u00e9guli\u00e8rement les organisateurs des Prix Pinocchio<\/a>\u00a0?<\/p>\n

\"pinocchio\"<\/a>Que pourrait-on alors nommer marketing vert, sinon un marketing tendant \u00e0 promouvoir des id\u00e9es \u00e9cologiques\u00a0: en quoi serait-ce d\u00e9shonorant\u00a0? Bien au contraire \u2026<\/p>\n

Maintenant, imaginons que le marketing vert soit indigne, juste pour rester dans l\u2019optique de ce cher pr\u00e9sident, dans l\u2019interview qu\u2019il a accord\u00e9 \u00e0 Lib\u00e9ration, ce 1 d\u00e9cembre 2016\u00a0: que pourrait-il \u00eatre\u00a0?<\/p>\n

Par exemple, faire de la publicit\u00e9 pour son label bio\u00a0? Car la communication publicitaire fait bien partie du marketing. Mais l\u00e0 encore, rien de choquant\u00a0: d\u2019ailleurs, beaucoup de fabricants de cosm\u00e9tiques bio en font, au moins sur les salons th\u00e9matiques.<\/p>\n

Ce qui pourrait l\u2019\u00eatre moins, serait de laisser croire que l\u2019on r\u00e9pond \u00e0 des questions journalistiques quand ce n\u2019est que de la pub\u00a0: l\u00e0, \u00e7a devient limite.<\/p>\n

C\u2019est d\u2019ailleurs pour cela que la loi encadre le publireportage\u00a0qui doit clairement s\u2019afficher comme tel\u00a0: mais pour faire plus jolie, la plupart du temps, ses auteurs pr\u00e9f\u00e8rent indiquer \u00ab\u00a0Communiqu\u00e9\u00a0\u00bb<\/em> plut\u00f4t que \u00ab\u00a0Publicit\u00e9\u00a0\u00bb.<\/em><\/p>\n

Je reconnais que, personnellement, je n\u2019aime pas trop le publireportage qui peut tromper le lecteur, d\u2019autant que les m\u00e9dias sociaux permettent aujourd\u2019hui des politiques de contenus de grande richesse.<\/p>\n

Au fait, l\u2019article o\u00f9 le pr\u00e9sident de Cosm\u00e9bio r\u00e9pond aux questions d\u2019un journaliste, c\u2019est \u2026 un publireportage\u00a0!<\/p>\n

Franchement, il ferait mieux de ne pas insulter toute une profession quand lui-m\u00eame fait aussi du marketing \u2026 mais du marketing juste un peu border line \u00e0 mon go\u00fbt\u00a0! Finalement, il sait de quoi il parle, quand il \u00e9voque les c\u00f4t\u00e9s sombres du marketing \u2026<\/p>\n","protected":false},"excerpt":{"rendered":"

Quelle horreur\u00a0: du marketing vert\u00a0! Le pr\u00e9sident de Cosm\u00e9bio, l\u2019association qui porte le label du m\u00eame nom, n\u2019a pas de mots assez durs pour d\u00e9noncer les cancres de la cosm\u00e9tique bio\u00a0: \u00ab\u00a0A l\u2019\u00e9poque, beaucoup de fabricants de cosm\u00e9tiques faisaient du \u00ab\u00a0marketing vert\u00a0\u00bb en mettant un…<\/p>\n","protected":false},"author":2,"featured_media":25254,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[154],"tags":[228,229],"yoast_head":"\nCosm\u00e9bio et le marketing vert. - Marketing is Dead<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/consumerinsight.eu\/marketingisdead\/cosmebio-marketing-vert\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Cosm\u00e9bio et le marketing vert. - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Quelle horreur\u00a0: du marketing vert\u00a0! Le pr\u00e9sident de Cosm\u00e9bio, l\u2019association qui porte le label du m\u00eame nom, n\u2019a pas de mots assez durs pour d\u00e9noncer les cancres de la cosm\u00e9tique bio\u00a0: \u00ab\u00a0A l\u2019\u00e9poque, beaucoup de fabricants de cosm\u00e9tiques faisaient du \u00ab\u00a0marketing vert\u00a0\u00bb en mettant un...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/consumerinsight.eu\/marketingisdead\/cosmebio-marketing-vert\/\" \/>\n<meta property=\"og:site_name\" content=\"Marketing is Dead\" \/>\n<meta property=\"article:published_time\" content=\"2016-12-04T10:44:01+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/12\/Pinocchio.png?fit=450%2C450&ssl=1\" \/>\n\t<meta property=\"og:image:width\" content=\"450\" \/>\n\t<meta property=\"og:image:height\" content=\"450\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"FLaurent\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebSite\",\"@id\":\"http:\/\/consumerinsight.eu\/marketingisdead\/#website\",\"url\":\"http:\/\/consumerinsight.eu\/marketingisdead\/\",\"name\":\"Marketing is Dead\",\"description\":\"Le marketing est mort, vive le marketing\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"http:\/\/consumerinsight.eu\/marketingisdead\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"fr-FR\"},{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/consumerinsight.eu\/marketingisdead\/cosmebio-marketing-vert\/#primaryimage\",\"inLanguage\":\"fr-FR\",\"url\":\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/12\/Pinocchio.png?fit=450%2C450\",\"contentUrl\":\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/12\/Pinocchio.png?fit=450%2C450\",\"width\":450,\"height\":450},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/consumerinsight.eu\/marketingisdead\/cosmebio-marketing-vert\/#webpage\",\"url\":\"https:\/\/consumerinsight.eu\/marketingisdead\/cosmebio-marketing-vert\/\",\"name\":\"Cosm\u00e9bio et le marketing vert. - Marketing is Dead\",\"isPartOf\":{\"@id\":\"http:\/\/consumerinsight.eu\/marketingisdead\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/consumerinsight.eu\/marketingisdead\/cosmebio-marketing-vert\/#primaryimage\"},\"datePublished\":\"2016-12-04T10:44:01+00:00\",\"dateModified\":\"2016-12-04T10:44:01+00:00\",\"author\":{\"@id\":\"http:\/\/consumerinsight.eu\/marketingisdead\/#\/schema\/person\/c833e7ddb1d68e0df001732301d4aeb0\"},\"breadcrumb\":{\"@id\":\"https:\/\/consumerinsight.eu\/marketingisdead\/cosmebio-marketing-vert\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/consumerinsight.eu\/marketingisdead\/cosmebio-marketing-vert\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/consumerinsight.eu\/marketingisdead\/cosmebio-marketing-vert\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Accueil\",\"item\":\"http:\/\/consumerinsight.eu\/marketingisdead\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Cosm\u00e9bio et le marketing vert.\"}]},{\"@type\":\"Person\",\"@id\":\"http:\/\/consumerinsight.eu\/marketingisdead\/#\/schema\/person\/c833e7ddb1d68e0df001732301d4aeb0\",\"name\":\"FLaurent\",\"image\":{\"@type\":\"ImageObject\",\"@id\":\"http:\/\/consumerinsight.eu\/marketingisdead\/#personlogo\",\"inLanguage\":\"fr-FR\",\"url\":\"http:\/\/2.gravatar.com\/avatar\/5e45706da2854ada2c455d0d250350f3?s=96&d=mm&r=g\",\"contentUrl\":\"http:\/\/2.gravatar.com\/avatar\/5e45706da2854ada2c455d0d250350f3?s=96&d=mm&r=g\",\"caption\":\"FLaurent\"},\"url\":\"http:\/\/consumerinsight.eu\/marketingisdead\/administrateur\/flaurent\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Cosm\u00e9bio et le marketing vert. - Marketing is Dead","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/consumerinsight.eu\/marketingisdead\/cosmebio-marketing-vert\/","og_locale":"fr_FR","og_type":"article","og_title":"Cosm\u00e9bio et le marketing vert. - Marketing is Dead","og_description":"Quelle horreur\u00a0: du marketing vert\u00a0! 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