The meanings of ‘organic’ branding in the Russian skincare industry

This paper will discuss the evolution in marketing communications characterised by the emergence of social media and the spread of online communities, as a result of which, consumers have become active co-constructors of brand identity in the market. The present research aims to bring companies’ attention to the process of brand co-construction with their customers, by considering different organic brand perceptions. It will specifically discuss how organic skincare online communities in Russia perceive and understand ‘organic’ branding and it will identify four major groups of members, who authorize, construct, analogize or abandon organic labels. The research will use the netnographic approach and thematic data analysis to examine online forums discourses. It will categorise different label interpretations into groups according to the meanings that online members assign to them.