Sep 30, 2021

Embracing Diversity Benefits Your Customers and Your Beauty Brand (+ 3 Simple Ways to Get It Right)

Retailers who embrace a broader definition of the modern beauty consumer are those who will lead the industry in the coming decades. 

Modern beauty consumers are tired of seeing the same cookie-cutter images in every ad. Fed up with feeling misrepresented—or worse, completely left out of the beauty conversation—they are shifting their focus toward (and choosing to spend their money on) brands whose ads represent diversity and inclusivity.

In a revealing article published earlier this year in Fashion Network, author Robin Driver pointed out that consumers are more likely to buy from inclusive brands. Citing a recent market research study on the topic, Driver wrote the following:

“The report further revealed that 68% of consumers who said they would like to see more diversity in advertising for beauty and grooming products explained that they feel that it ‘reflects real life,’ while 56% said that it ‘shows that there are different ways to be beautiful.'”

What does it mean to embrace diversity?

Embracing diversity means not only welcoming your customers’ different physical characteristics such as skin, hair, and eye color (i.e., race) as well as cultural identification and expression (i.e., ethnicity) but also gender equality. 

According to experts at The Content Spa—a content marketing agency for businesses in the fashion, beauty, wellness, and cosmetics space—unisex and gender-neutral products are the future of beauty. In a recent blog, they mentioned that the American Academy of Dermatology agrees that the basics of daily skin care are the same regardless of gender, prompting many gender-specific brands and beauty lines to become more inclusive. 

“The timely trend and demand for gender-neutral products present the beauty industry with a valuable lesson: that their consumers can no longer be simply boxed in and stereotyped. Beauty is not a one-way street. It comes in many shapes and forms. We are no longer in the age of having products define us but rather us defining the products we choose to consume.”

Beauty brands are also embracing body positivity, a movement focused on dismantling decades of unrealistic body standards and instead working to normalize self love and acceptance. (Allure magazine has a great collection of articles on the topic here.)

While some skeptics would argue that body positivity directly contradicts the underlying gist of traditional beauty marketing messages, there are still plenty of brands out there getting it right.

3 tips for bringing diversity and inclusivity to your private label beauty brand

When you first imagined your beauty business, you may have had a certain image in mind of your ideal customer. Today, with more consumers turning to brands who show them—through their advertising and messaging—that they are beautiful and valued regardless of their skin color, gender identity, or body shape and size, it is worth taking another look at your target audience to ensure it encompasses the countless and wonderfully unique individuals who may one day be your customers. Here are three quick tips to help you get started. 

  1. Listen to consumers. Always be listening to your existing and potential customers to better understand their wants and needs. Whether at in-person events, on social media, or via email surveys, ask them for feedback about their experience with your brand and/or what appeals to them about your products; this is a great way to identify areas where you may be able to expand and offer additional products, which in turn could increase your overall revenue stream.
  1. Don’t label your products. (We mean that figuratively, not literally.) If you have traditionally separated your products into “men’s” and “women’s” items, consider removing the outdated terminology and simply listing products by type and benefit. According to Driver in Fashion Network, 40% of Gen Z beauty consumers (those in their teens and early 20s) said that the offer of gender-neutral products makes a brand inclusive—meaning this simple step can go a long way toward reaching the next generation of beauty buyers. 
  1. Find your authentic voice—and use it. If beauty is your passion, you are likely ahead of the game when it comes to embracing your true self and encouraging others to do the same. Simply channel that passion into your branding and messaging to show that you value your consumers and everything that makes them uniquely beautiful. If you feel like your current marketing strategy may be missing the mark, visit our blog for helpful tips and advice on everything from expanding your product inventory and giving your brand a makeover to using the power of social media to increase engagement.

Your Vision. Your Brand. Our Passion.

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