The beauty industry is one of the major influencers on women in today’s society. With the number of brands entering the market every year, it’s no surprise that this industry continues to stay at the top of its game. From makeup lines to skincare and body care, all of these self-care essentials often sell out quickly, especially since the online beauty community remains highly active thanks to content creators, who have become a key marketing strategy for beauty brands through testimonials. This is how trust is built with the target audience when it comes to beauty products. People often follow YouTubers or online personalities who have similar skin textures or body types to see how products might suit them before trying them out themselves—and that’s the first step toward brand loyalty.
However, brands must also acknowledge that it doesn’t always work that way. Alongside positive reviews, there will be negative or disappointing feedback. One of the current challenges facing the beauty industry is proving that they remain true to their advocacy of inclusivity. For example, many brands present themselves as inclusive by expanding their selection of foundation or lipstick shades to cater to different skin tones, but it shouldn’t stop there. There are many other ways to empower women and celebrate diversity in beauty. As marketers, we should also do our part in helping these brands understand what it truly means to be inclusive.
Real bodies, real stories
The first step is to showcase actual people who genuinely use the products. Since testimonials are a powerful way to earn people’s trust, we might as well take advantage of them. Why not invest in product shoots that feature diverse representations of women as models for ads? These images should not only represent diversity but also allow the audience to feel a sense of belonging within the community. Through this approach, we can build a stronger and deeper connection with our market.
Words become tattoos on the brain
In case you want to leave a mark, don’t let it be at the cost of crippling others’ confidence. We must choose our words wisely when crafting advertisements. Remember, the public will remember you for two things: (1) creating a positive impact on consumers or (2) failing miserably in the execution. Beauty brands should empower, not condescend. That’s because no body type is greater than another. So, let’s simply be one less problem for each other – for everyone’s sake.
Be one of the firsts!
A product’s packaging is more than just its aesthetics. It should also be accessible for disabled consumers. One way to address this is by redesigning containers into easy-open ones for those with mobility issues or by including braille on product labels for those visually impaired. Despite the many ‘inclusivity-focused’ campaigns launched in the market, only a few makeup brands have taken this initiative. Just imagine if most, it not all, followed this approach? Then, the industry might truly take inclusivity to the next level.
Overall, we do hope that powerhouse brands know that the choices they make matters the most for their consumers. Any form of media, advertisement, or innovations shapes the perception and influences trends in powerful ways. And so, brands should be responsible in building a safer community that welcomes beauty in all forms. Though, let’s be honest, this should be the standard we should’ve set right from the start. And to end this on a good note, let us always be reminded that beauty comes in many forms, and it is for this reason that marketing should ALWAYS reflect that diversity.
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