Shades of Beauty: A Comprehensive Analysis of Diversity and Inclusion Initiatives in the Beauty Industry
Faculty Mentor(s) Name(s)
Dr. Ania Rynarzewska
Abstract
In response to constant shifts in consumer attitudes and pressures to continuously deliver and satisfy the market, the makeup industry has wrestled with the critical issue concerning diversity and inclusion. Despite the industry's vast reach and influence, there exists noticeable gaps in the representation of diverse skin tones and ethnicities in things like company product offerings or marketing campaigns. 64% of women of all ages and ethnicities in the U.S. expect beauty brands to be more diverse in their marketing.¹ Statistics like these are powerful reminders of the underrepresentation and the failures in reflecting diversity of the population. Additionally, there are findings of change as progressive steps have been and are being taken to address and accommodate ongoing inclusion issues. For instance, as of 2021, 40% of the top 25 mainstream beauty brands offer 40 or more shades of foundation.² To answer inquiries related to this specific issue, I propose a marketing research study aimed at exploring the extent of these gaps seen within makeup industries and felt by, specifically, online beauty communities. This will be conducted through a combination of exploratory research and qualitative observations to better identify barriers/opportunities for improvement. The study’s population of interest focuses makeup consumers across various demographics, including individuals of different skin tones, varying ages, regional influences, etc. Overall, the goal is to shed light towards a more inclusive and representative future and to foster positive change in product development, beauty marketing, and brand positioning. The outcomes of this study will not only equip cosmetic-based organizations valuable insights, but more importantly contribute to broader understanding and awareness of diversity and inclusion efforts to be considered in the world of beauty.
Start Date
27-3-2024 9:00 AM
End Date
27-3-2024 9:50 AM
Location
Magnolia Ballroom
Shades of Beauty: A Comprehensive Analysis of Diversity and Inclusion Initiatives in the Beauty Industry
Magnolia Ballroom
In response to constant shifts in consumer attitudes and pressures to continuously deliver and satisfy the market, the makeup industry has wrestled with the critical issue concerning diversity and inclusion. Despite the industry's vast reach and influence, there exists noticeable gaps in the representation of diverse skin tones and ethnicities in things like company product offerings or marketing campaigns. 64% of women of all ages and ethnicities in the U.S. expect beauty brands to be more diverse in their marketing.¹ Statistics like these are powerful reminders of the underrepresentation and the failures in reflecting diversity of the population. Additionally, there are findings of change as progressive steps have been and are being taken to address and accommodate ongoing inclusion issues. For instance, as of 2021, 40% of the top 25 mainstream beauty brands offer 40 or more shades of foundation.² To answer inquiries related to this specific issue, I propose a marketing research study aimed at exploring the extent of these gaps seen within makeup industries and felt by, specifically, online beauty communities. This will be conducted through a combination of exploratory research and qualitative observations to better identify barriers/opportunities for improvement. The study’s population of interest focuses makeup consumers across various demographics, including individuals of different skin tones, varying ages, regional influences, etc. Overall, the goal is to shed light towards a more inclusive and representative future and to foster positive change in product development, beauty marketing, and brand positioning. The outcomes of this study will not only equip cosmetic-based organizations valuable insights, but more importantly contribute to broader understanding and awareness of diversity and inclusion efforts to be considered in the world of beauty.