We live in a world that is beautiful and diverse, and the beauty industry is socially defining the beauty standard and perceptions. For a long time, the beauty industry has been very limited when it comes to being truly inclusive and now that the world is run by social media the industry is now facing backlash if they are not being inclusive by not representing various skin tones, hair texture, body types, disabilities and cultural background. Some of the top beauty cosmetology colleges in Maharashtra are including the concept of inclusivity in the coursework to help students become sensitive to such issues when they enter the beauty industry as professionals.
So, the first question to ask is why is inclusivity so important? Inclusivity is not nice to have; it is a must have. When the industry adapts inclusivity and caters to a diverse need when it comes to beauty products. This can help consumers feel that they belong and also feel empowered and can build loyalty and trust towards the brand and it’s an amazing business strategy as 70% of consumers trust brands that cater to their needs and brands lose business because they ignore the needs of disabled people.
What is the current state of inclusivity in the Beauty Industry?
Not the best but the industry has improved, but it’s a long way to go.
Product Diversity
Product diversity is the most important aspect when it comes to inclusivity, nowadays many brands are offering a wide range of foundation and concealer, but it is and has also been difficult for darker skin tones to find their correct match. Even though many brands are making an effort to correct this but range that is required is not there yet.
Another area is accessibility for the disabled consumers. Even though top brands are gunning for innovative products that are disabled friendly or accessible as they say but dexterity issues like innovative applicator for lupus and other conditions, a common man is yet to have such privileges. Some brands have also introduced applicators with computerised makeup applicators.
Marketing Diversity
The marketing is always very stereotypical; brands market their products using what we refer to as conventional terms of beauty. The lack of using diversity in marketing and advertisement has raised issues. The community has marginalised and not accepted a wide array of body types and shapes; this shows a lack of representation. This shows to the common man that the beauty standards are unattainable. This creates a sense of non-belonging and creates unidealistic expectations for the consumer which is irrational. When it comes to the disabled community there has been no representation whatsoever, there are a few influencers who are promoting the products that are disabled friendly, but it is not enough to make a wider impact.
Brands by making their marketing campaigns inclusive can make the consumers feel seen and adequately represented and avoid stigma and broaden the beauty standards.
While there has been progress in this initiative but there are a few kinks that need to be worked on. First of all, many brands are reluctant to include inclusivity in their marketing strategies. People are feeling left out, it has been negatively impacting how people are perceiving their brands. Secondly consumers play a significant role in changing this narrative. This can be done by demanding inclusivity and supporting brands that support this initiative that can encourage companies and markets to support and adapt more inclusive practices.
So, what can be done to make it better? The answer is DEI Training
It stands for diversity, equality and inclusion. The basic principle here is to just make people aware. Brands, companies and employees and people need to be educated about the importance of inclusivity and promote diversity. This can provide them with tools that can address the biases. This can also help to promote inclusion of disabled community and avoid the whole old and negative stereotype.
Conclusion
Brands need to celebrate individuality, understand the need of consumers offering products tailored to their needs and take feedback and conduct audits that can help to identify hotspots that need improvement. This will help the consumers to feel valued and supported. The more people see individuals like themselves represented more they are likely to support the said brand and become loyal consumers.
Programs like B.Sc. in Beauty Cosmetology are revolutionising the beauty industry to make it more inclusive in the long run. It is time that people stop harming their skin and hair just to feel accepted. This is the time that change needs to happen and we need to be part of this change.