Skin-Care Sales Surge Meets ESG Discipline

A global FMCG player suffered flat online sales for a new hypoallergenic line. We stitched their e-commerce data into then (it was 2018) emerging ESG interests from their target group and overlayed conversion funnels with ingredient traceability and Scope 3 footprints. The aha-moment? Customers clicked away not at price but at confusion over micro-plastic claims. A rapid content fix plus supplier-level emissions tags lifted digital sales 20 % in three quarters while giving the sustainability office real-time SKU-level carbon data. There was other intensive marketing activities at the time, and we do not want to take all the credit for the large increase in sales, however we know it contributed.

Why it matters – when impact metrics and commercial KPIs live in one pane of glass, sustainability moves from cost centre to growth driver.