Resumen

GUZMAN CHAVEZ, Mauricio G.. Cosmética verde: la apropiación de los discursos sobre la crisis de la biodiversidad en Brasil. Nueva antropol [online]. 2010, vol.23, n.72, pp.33-54. ISSN 0185-0636.

This article offers a post-structural analysis of discourse on the ecologization of the cosmetics industry based on two case studies concerning Natura and O Boticário, the two major Brazilian firms in this particular branch of industry. This ecologization implies a series of changes in the productive model and in the act of consumption. However, in the long run, the most fundamental aspects -aside from turning out to be insufficient-, are obscured by the marketing strategy aimed at strengthening the brand image. As in the case of sustainable development, the formalization of biodiversity policy and its institutionalization have been key to cosmetics packaging and consumption.

Palabras llave : cosmetics; biodiversity; Brazil; marketing.