The Future of Black Beauty Brands
This segment is a personal and professional 30-day challenge encouraged by HBCUvc to put one’s thoughts into writing based on preferred interests.
Racial Impact
Household names display the distinction between beauty and Black beauty products (comprising skincare, color cosmetics, haircare, fragrances, and personal care) in their targeted marketing strategies. Their approach has gone under scrutiny as consumers realize the racial insensitivity and harmful ingredients in products heavily marketed towards women of color. A study published in 2017 by the American Journal of Obstetrics and Gynecology explained how the “environmental injustice of beauty” has disproportionately affected women of color. These beauty products with limited disclosure requirements are inundated with toxins such as mercury, parabens, and lead, resulting in adverse reproductive and developmental effects.
Global Accountability
Social media’s global reach, especially after George Floyd’s murder, has resulted in many beauty brands facing a mounting backlash from an audience keen on representation and transparency.
“All diverse consumers want to see themselves authentically represented in marketing, and they want brands to recognize their value to the bottom line,” said Andrew McCaskill, Senior Vice President, Global Communications and Multicultural Marketing, Nielsen.
This cultural turning point resulted in brands having to make adjustments such as Unilever renaming their skin lightening product in South Asia from “fair & lovely” to “glow & lovely” because it perpetuates colorism. Sharon Chuter began the Pull Up for Change initiative on Instagram to hold companies accountable by disclosing the number of Black people they employ on a corporate level.. This initiative was a catalyst of change for companies to make a conscious decision in diversifying their hiring and leadership pool.
A Shift in Shopping Experience
Despite adjustments, household names have struggled to meet the gaps in beauty needs for Black consumers, according to a 2019 Nielsen report. Amid racial and political tensions, Black people have emphasized the importance of redirecting their money to Black-owned direct-to-consumer brands. In conjunction, Coronavirus lockdowns have led to e-commerce booms as people attempt to avoid high-traffic shopping locations. The lack of in-person interaction accelerates innovation for testing, discovery, and customization to address alternate safe and hygienic practices.
As a result, niche consumer segments has given rise to Black-owned beauty brands with substantial revenue growth while remaining competitive. Social shopping has also pivoted to a more personalized consumer experience from advertisement to the point of purchase.
This is beause on social media consumers feel a sense of reachability; they can share their likes, dislikes, needs, and wants directly with a brand through comments and direct messages. Social media influencers like Tiara Willis (@MakeupforWOC) foster a community that raises awareness of new products and provides feedback on their personal experiences. In addition, representation through various skin tones, hair types, and relatable people helps foster a personable connection to brands. Transparency from influencers who disclose endorsements and share a glimpse of their personal lives also enables a level of trust that drives brand loyalty and attracts new customers.
