It’s no secret that inclusive beauty has increasingly become synonymous with beauty marketing. But what does it truly mean?
In 2017, Fenty Beauty completely changed the beauty landscape with its opening gambit of an impressive foundation range and a marketing campaign that equally showcased real diversity. Apart from its celebrity brand status, its beauty for all mentality became the solution to the industry’s problematic relationship with representation. More of it, it also became a wake-up call for brands to make a purposeful shift towards authentic inclusivity.
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Call it The Fenty Effect—Rihanna’s influence made a leadership case for customer inclusivity wherein its impact reached the global beauty scene. Many brands began to open a space in beauty for all shades, ages, personalities, attitudes, cultures, and races. It became the new standard. However, with the proactive efforts of the industry to practice diversity, consumers can’t help but wonder—is it authentic or is it a strategy?
Defining inclusive beauty
It’s undeniable that the industry’s answer to inclusivity is through an extensive product range and a diverse selection of models in campaigns. And while visual representation matters, it’s important to know that it also goes beyond the surface. Inclusive beauty starts with creating a good beauty experience for every possible consumer. It’s an overall effort to emotionally connect with fans and truly understand the importance of being seen.
The rise of inclusive beauty entails the importance of meaningful intention. In the Filipino beauty industry, brands like Issy & Co. Cosmetics and GRWM Cosmetics are front-runners in changing the state of play with product offerings that cater to a wide range of beauty enthusiasts. The scene has also embraced the true means of inclusion by championing different personalities, cultures, complexions, and ages in media. There are still a lot of things to learn, but we are definitely on the right track to making beauty for all.
Practicing inclusivity
It’s a given that embracing inclusivity equates to comprehending its true meaning and addressing it through product offerings and campaigns. Furthermore, it’s also recognizing that your audience is made up of different individuals as you incorporate diversity in all forms. But how can one become authentically inclusive? Create a meaningful connection with your audience, notice where the representation is lacking, and step up to provide solutions.
On the other end of the spectrum, practicing inclusivity starts with diversifying one’s definition of beauty. It’s appreciating its form across different style preferences, cultures, gender identities, ages, and complexions. Apart from that, it is set to challenge unrealistic mainstream ideals by focusing on finding what beauty means in one’s life without the pressure and obsession with perfection.
Our point of view
The industry has certainly come a long way in celebrating different kinds of beauty. However, it is only right to acknowledge that there are still steps needed to be taken to authentically foster inclusivity in the culture. Take the local hair department as an example. More salons still need to learn how to cut and care for curly strands. After all, most Filipinos are born with naturally wavy hair.
Amongst the industry’s efforts to practice inclusivity through thoughtful campaigns, it’s an exciting time to champion different facets of Filipino beauty. Perhaps it can be representatives from different regions in the country or women who are embracing aging. Either way, one thing is for certain: the beauty sphere has a space for everyone, and that makes the future of the industry worth looking forward to.
