Beauty meets diversity are topics that the beauty world has become increasingly aware of in recent years. But although the market has become more open to different ideas of beauty, the beauty industry still has a long way to go. Read how your brand can credibly represent inclusivity and convince new customer groups.
Beauty And Diversity – Restrictive Beauty Ideals Are Passé
Multicultural Concept Of Beauty
For many decades, it was considered the ultimate in the beauty industry: the Barbie ideal, which puts white European women in the foreground. Fortunately, this unrealistic and restrictive concept of beauty has since changed.
Beauty and diversity are now more often thought of together, and thanks to the body positivity movement, modern notions of beauty embrace women of all shapes and sizes. In the ever-changing beauty world, natural hair, mocha-colored skin, thick hips, and even wrinkles are reclaiming their rightful place.
But while there has been some progress in the industry when it comes to representation, many more beauty brands should be championing issues like diversity and inclusivity, when you integrate the uniqueness of each person into your company culture, your brand benefits in no small part.
Because embracing diverse perspectives makes you more innovative and improves your competitiveness. Help your customers celebrate various concepts of beauty with your products.
More Appearance Than Reality? – Representing Beauty Diversity Credibly
The norms of the cosmetics and beauty industry are changing. But beauty for all needs to be more than a mere diversity slogan or post on social media. You must build trust and credibility with your potential customers to build brand awareness.
For example, if you can convince them with a diverse cast in your advertising but then disappoint them in the store with a limited product line, you’re giving away valuable market share.
If you ignore the buying power of PoC (People of Color), you play into the hands of your broader-based competitors, who will target this market niche with an expanded product line.
Well-designed, inclusive campaigns go beyond depicting different skin colors and listen closely to the needs of self-confident customers who also want more visibility on issues like body norms or gender identity.
A Small Revolution In The Beauty World – Diversity Is Beautiful
In 2017, pop star Rihanna revolutionized the cosmetics world with her beauty brand, Fenty, by offering a wide range of foundation shades. Inclusive beauty as a market niche – no other makeup manufacturer had previously represented diversity to this extent with its content.
This new mindset, combining beauty and diversity, eventually inspired the competition, so several manufacturers expanded their product ranges along Fenty’s lines.
What can you learn from Fenty’s advertising strategy? The approach of individual beauty doesn’t remain a mere marketing coup but is firmly embedded in the online presence. The website makes it easy for customers to find the right match from various foundation shades.
The Fenty Face Shade Finder Quiz takes just six simple questions to find the foundation of one’s dreams. A Foundation Shade Match can even be booked virtually with a Beauty Advisor for even more support. This personalized customer service meets the zeitgeist of a new generation of beauty nerds who celebrate diversity as an individual beauty feature.
Inclusive Beauty Products – A Market With Growth Potential
Beauty meets diversity is not just a slogan for high earners. Beauty brands in the low-price sector have also recognized that the demand for inclusive beauty and cosmetic products is steadily increasing.
If you take the beauty concerns of different population groups seriously and target them with innovative products, you will secure a competitive advantage. A beauty brand that gives long-sought visibility to underrepresented target groups can book a pool of loyal repeat customers.
Essence, for example, offers its Pretty Natural Foundation in 36 different shades for all skin types via its online store and cleverly links this to the empowerment message Proud to be natural.
This self-confidence boost allows the target group of young girls and women, who often suffer from insecurity about their appearance, to identify particularly well with the brand.
Consistent Beauty Diversity – More Than Just Profit Thinking
The Unrefined Riches label is committed to more equality in the beauty industry. The brand exemplifies inclusivity through its ethos of enabling people of different skin types, colors, and hair textures to feel good in their skin through individualized care. Doing so paves the way for a beautiful world that values our diverse attributes and celebrates beauty for all.
Beauty diversity starts with a good product range, but paving the way for a new generation of inclusive fans requires digging deeper into our societal norms.
Educational programs for makeup artists or hairstylists should adapt their curriculum to a diverse future clientele and not automatically assume that they will later serve clients with fair skin tones and straight hair textures.
Keep your brand from rest on different foundation shades, too. Demonstrate through initiatives that inclusivity is a matter of the heart for you, above pure profit.
With creative cosmetics marketing, we help you live inclusivity and realize the full potential of your marketing activities.
