11.2.2021
A lack of inclusivity and diversity is nothing new if we factor in the beauty industry. However, Black Lives Matter (BLM) has forced the demand for equality within the skincare industry. Black, Asian, and Minority Ethnic (BAME) audiences are inclined more towards spending money on buying beauty products. Thus, the beauty industry is still in the process of incorporating inclusivity and diversity. In this blog, we aim to find out how inclusive the current beauty industry is.
Technology advancements are observing more diversification to the beauty industry with services like laser hair removal. Hair removal services are now easily available for darker skin tones.
Thanks to technology, there is an online transformation for color matching services. These allow online cosmetic buying to be comfortable when non-essential shops were still trying to open. However, if we see the BAME community, it is yet to experience flawless in-store experiences.
On a broader picture, there is more to do just to be inclusive online. In-store Staff needs to be confident in their capability to sell to the multicultural market.
The beauty industry continues to see observe there presentation of multi-skin tones and models for the campaigns of large print. However, there is still a massive gap as far as BAME influencers are concerned. They are still under represented on different social platforms leaving consumers feeling non-inclusive.
The top-tier beauty brands pledged to do more concerning George Floyd’s death. There was a #PullUpOrShutUp launched by Uoma Beauty. It stated for beauty brands who have showcased support to BLM to release the number (publicly) of Black executives they have functioning at the corporate level. This is something that is often an issue within large corporations. With a microscopic lens, companies in the beauty industry are yet to diversify their workforce at executive levels, perform better.
The #PullUpOrShutUp campaign forced influencers to call out the beauty brands who were not either representing or paying them equally to fellow white influencers. Influencers from the BAME community have shown massive support since the BLM movement with beauty brands becoming more diversified and inclusive in their social media campaigns.
We are increasingly observing that top beauty brands are representing people of color in their recent Instagram posts. However, many top beauty brands are still on their way to pave their way for the BAME audience.
Pop sensation Rhianna stormed into the beauty market and formed an ultra-personalized product range for over 50 skin tones. The pop star was named on Time’s list of The 25 Best Inventions.
Consumers want to feel they are inclusively represented and that the values of beauty brands should satisfy their pledges. A rise in multicultural creators within different platforms is evident as brands are realizing the significance of representing diversified communities. Multicultural beauty consumers want more and downgrading the brand that is not living up to their expectations.
Releasing 40 shades of the foundation has become too mainstream and brands need to do more. If below par care and consideration are shown, consumers will not perceive a brand to be inclusive or a diversity believer.
Small or baby steps are being taken in the beauty market to be more diversified and inclusive to multicultural audiences. However, there is much room for improvement. Brands are now realizing the benefits of diversity. They are working on their products and are on course to work with communities to improve the services they offer.
The reluctance of diverse representation in the beauty industry is something that brands need to address soon. Inclusivity goes beyond skin tones. It encapsulates individuals who endorse a brand, to a brand’s support towards inclusive movements, to factors such as product affordability and accessibility. Some more factors come into play.
To uplift and represent underrepresented and marginalized communities, beauty brands have to reassess and layout workable goals. There assessment includes embracing values consistently from the top to the bottom of the company. It also includes making products affordable and accessible and working with communities and individuals who live out the brand’s inclusive spirit.
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