'It’s difficult to feel beautiful when the industry has so much power in setting society's standard for what beauty means'
Diversity within the fashion industry has always been a controversial topic particularly when it comes to the beauty conversation. Centuries of racial oppression have had a huge impact on social standards of beauty.
Due to colonialization, beauty hierarchies exist all over the world but are more prominent in the west. Historical art, literature and drama have set and presented this Caucasian type as beautiful therefor the situation in fashion and beauty reflects the power structure of the industry.
Ethnic population is a major factor in this issue across the world, particularly in largely Caucasian populated countries. This affects the way in which mainstream beauty brands operate as they are more likely to cater for the majority population first before filling in the minority gaps. However, research showed that the time in which mainstream brands have taken to respond to the minorities has caused these consumers to feel left out and overlooked despite having major buying power within the beauty sector. Inclusivity was a key trend for the future growth of mainstream beauty brands to cater for the growing ethnic makeup of the western world.
‘That is an experience where, no matter how tall you are, you end up feeling a little bit smaller.’ – Racquel Lachman, 2015
Introducing ‘Shades’, a brand new innovative beauty concept that utilises the latest technology to produce custom colour cosmetics. It aims to empower women of all skin colours and break through unrealistic representations set by social and industry standards of beauty. This brand will be operating within the London Oxford Street Selfridges beauty hall, where it will have great access to a diverse group of customers. Customers will be able to purchase foundation products that have been specifically formulated for their skin tone through a 10-minute process. They will also have a wide range of other colour cosmetics such as lipsticks that will also be tailored to their skin colour. The #BEAUTY IS campaign was created to help consumers feel empowered and get to know the brand story. It is designed to help the brand engage with the target consumer by using call to action methods and empowering them by encouraging them to embrace their beauty.
This reflects my aspirations to be in a marketing career where I can help brands create authentic relationships with consumers.