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Esta investigación analiza las acciones de Responsabilidad Social Corporativa (RSC) -lazo rosa- llevadas a cabo por las empresas de moda-belleza multinacionales que operan en España. Los resultados sugieren que las acciones de RSC han sido planificadas de forma estratégica por la empresa, dentro de un programa de Responsabilidad Social, y que no forman parte del diseño de acciones de comunicación o marketing aisladas, pero tampoco de su filosofía empresarial. Las aportaciones son importantes para determinar cómo gestionar este tipo de políticas responsables en las empresas. Se discute la implicación teórica y práctica de las acciones de RSC en las estrategias de gestión y comunicación empresarial.The present research analyses Corporate Social Responsibility (CSR) actions related to Pink Ribbon promotions carried out by beauty & fashion companies in Spain. The results show that CSR actions had been planned strategically by companies, within a scheme of Social Responsibility. These actions were neither part of a previous plan of isolated communication and marketing decisions by companies nor part of their corporate philosophy. Contributions are key to determine how to manage this kind of responsibility policies in fashion & beauty companies. Theoretical and practical implications of CSR actions in the strategies of business communication and management are also discussed in this paper

Estrategias de Responsabilidad Social Corporativa: acciones lazo rosa en multinacionales de moda-belleza en España