Wednesday, May 28, 2008

Spin breeds more spin

A small startup company in Texas called Avasaire Cosmetics announced that a portion of all its sales will be going to The Nature Conservancy. I don't blame them; it is smat marketing. Cosmetics is a competitive business playing almost completely on image and public perception. Market positioning is everything. The Nature Conservancy certainly knows this. Among their greatest achievements is the development of a public image as "the good guy" leading the cause toward worldwide conservation while diverting attention from the corruption within the organization, shady political dealings, bullying of private land owners and a pattern of greed that would make any Fortune 500 company blush. But a small business aligning itself with TNC is certainly a smart marketing move. Unfortunately we all know that brilliant product marketing has lead to some really awful things for our society (think junk foods, video games, bottled water, SUVs, etc.).

I wrote the small company owners to suggest they find a more worthy environmental group to support. There are plenty of them - unfortunately none with the marketing savvy or ability to spin public opinion like TCN.

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