{"id":14343,"date":"2026-07-16T07:23:38","date_gmt":"2026-07-16T07:23:38","guid":{"rendered":"https:\/\/ineditinnova.com\/una-guia-i-una-eina-digital-per-ajudar-el-sector-cosmetic-a-comunicar-la-sostenibilitat-amb-rigor-i-evitar-el-greenwashing\/"},"modified":"2026-07-24T11:24:15","modified_gmt":"2026-07-24T11:24:15","slug":"una-guia-i-una-eina-digital-per-ajudar-el-sector-cosmetic-a-comunicar-la-sostenibilitat-amb-rigor-i-evitar-el-greenwashing","status":"publish","type":"post","link":"https:\/\/ineditinnova.com\/es\/una-guia-i-una-eina-digital-per-ajudar-el-sector-cosmetic-a-comunicar-la-sostenibilitat-amb-rigor-i-evitar-el-greenwashing\/","title":{"rendered":"Una gu\u00eda y una herramienta digital para ayudar al sector cosm\u00e9tico a comunicar la sostenibilidad con rigor y evitar el &#8216;greenwashing&#8217;"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Aunque m\u00e1s del 60 % de las nuevas referencias de productos cosm\u00e9ticos incluyen alg\u00fan atributo de sostenibilidad, como <em>carbon positive<\/em> o <em>cruelty free<\/em>, las que explican de forma veraz, rigurosa y transparente el fundamento de estas afirmaciones siguen siendo una minor\u00eda. Esta brecha puede generar desconfianza y, como consecuencia, limitar la competitividad de las empresas, especialmente en un contexto como el actual, marcado por una normativa europea cada vez m\u00e1s exigente y por una creciente demanda de transparencia por parte de los consumidores.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Para ayudar a las empresas a afrontar este reto, el <a href=\"https:\/\/beautycluster.es\/\">Beauty Cluster<\/a>, con la colaboraci\u00f3n de Marim\u00f3n Abogados, MuttuLab e in\u00e8dit, ha elaborado <a href=\"https:\/\/ineditinnova.com\/wp-content\/uploads\/2026\/07\/Guia_Beauty-Beyond-Green-2026_vf.pdf\">una gu\u00eda que recoge criterios t\u00e9cnicos, ambientales y legales<\/a>, as\u00ed como <a href=\"https:\/\/beautybeyondgreen.com\/\">una herramienta digital interactiva <\/a>espec\u00edfica para el sector.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ambas iniciativas se han desarrollado en el marco del proyecto <strong>Beauty Beyond Green (BBG)<\/strong>, presentado el pasado 3 de julio durante la Beauty Sustainable Week del Beauty Cluster. Tanto la gu\u00eda como la herramienta digital son de acceso abierto y se han dise\u00f1ado para proporcionar a las empresas un marco de referencia que les permita validar la solidez de las alegaciones de sostenibilidad de sus productos y comunicaciones comerciales a partir de criterios t\u00e9cnicos, ambientales, de mercado y legales. Seg\u00fan los impulsores del proyecto, BBG naci\u00f3 con el objetivo de \u00abdar respuestas reales a las necesidades de la cadena de valor de la cosm\u00e9tica y la perfumer\u00eda en Espa\u00f1a\u00bb y contribuir a \u00abminimizar los riesgos reputacionales y legales\u00bb a los que se enfrentan las empresas.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>La transparencia, clave para generar confianza<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">En Europa, las alegaciones ambientales se rigen principalmente por la Directiva 2005\/29\/CE sobre las pr\u00e1cticas comerciales desleales y por los criterios interpretativos de la Comisi\u00f3n Europea. A este marco normativo se suma la Directiva (UE) 2024\/825, que reforzar\u00e1 la protecci\u00f3n de los consumidores frente a las alegaciones ambientales enga\u00f1osas. Esta norma establece nuevos requisitos para la comunicaci\u00f3n de las caracter\u00edsticas ambientales y sociales de los productos y servicios, por lo que las empresas deber\u00e1n estar en disposici\u00f3n de acreditar sus afirmaciones mediante informaci\u00f3n t\u00e9cnica clara, suficiente y verificable.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En este nuevo escenario, la transparencia se convierte en un elemento clave para generar confianza, diferenciarse en el mercado y evitar incurrir en pr\u00e1cticas de <em>greenwashing<\/em>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>La contribuci\u00f3n de in\u00e8dit al proyecto<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">La contribuci\u00f3n de in\u00e8dit al proyecto ha consistido en identificar y cartografiar las alegaciones ambientales m\u00e1s habituales del sector cosm\u00e9tico, con especial atenci\u00f3n a los mercados de la Uni\u00f3n Europea, Estados Unidos y China. Este trabajo ha incluido la recopilaci\u00f3n de ejemplos reales, el an\u00e1lisis de su aplicabilidad y la elaboraci\u00f3n de una primera clasificaci\u00f3n estructurada de las alegaciones ambientales m\u00e1s utilizadas, que ha servido de base para el desarrollo tanto de la gu\u00eda como de la herramienta digital.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La propuesta final fue contrastada con empresas del sector a trav\u00e9s de diversas sesiones de trabajo, con el objetivo de asegurar su utilidad y adecuaci\u00f3n a las necesidades reales de la industria.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Aunque m\u00e1s del 60 % de las nuevas referencias de productos cosm\u00e9ticos incluyen alg\u00fan atributo de sostenibilidad, como carbon positive o cruelty free, las que explican de forma veraz, rigurosa y transparente el fundamento de estas afirmaciones siguen siendo una minor\u00eda. Esta brecha puede generar desconfianza y, como consecuencia, limitar la competitividad de las empresas,&#8230;  <a class=\"excerpt-read-more\" href=\"https:\/\/ineditinnova.com\/es\/una-guia-i-una-eina-digital-per-ajudar-el-sector-cosmetic-a-comunicar-la-sostenibilitat-amb-rigor-i-evitar-el-greenwashing\/\" title=\"Read Una gu\u00eda y una herramienta digital para ayudar al sector cosm\u00e9tico a comunicar la sostenibilidad con rigor y evitar el &#8216;greenwashing&#8217;\">Read more &raquo;<\/a><\/p>\n","protected":false},"author":2,"featured_media":14337,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[21],"tags":[54],"class_list":["post-14343","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecodiseno","tag-noticia-es"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - 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