Category
Fashion
Scaled Restraint
Trend cluster
Category
Increasingly Inclusive
Beauty
Cosmetics companies are broadening their range of representation.
4.3
Trend score
Trend
What is the Increasingly Inclusive Beauty trend?
Increasingly Inclusive Beauty: With conversations surrounding societal gender barriers and a lack of portrayal of persons of color in the media, consumers are demanding more from the brands that they buy from. In order to keep up with these evolving values, cosmetic companies are incorporating a wider range of products and diversifying their efforts. This shows a move toward media representation that is more in line with today's diverse society.
Trend themes
Themes within the Increasingly Inclusive Beauty trend
Three behaviours holding the trend together01
Diversity and Inclusion
Cosmetic brands are incorporating a wider range of products and diversifying their efforts, along with offering makeup products that appeal to everyone.
02
Influencer Marketing
Brands are increasingly paying attention to young celebrities popular on social media for their advertising campaigns.
03
Customer-First Mindset
Brands are listening to their consumers' evolving values and offering emotional real beauty and unconventional beauty advertisements.
Industry implications
What the Increasingly Inclusive Beauty trend means for industry
Where the trend changes the playbookFor
Cosmetics
Makeup brands are producing more diverse and inclusive product ranges, as well as partnering with influencers for marketing purposes.
For
Entertainment
Social media, particularly YouTube, has produced a new wave of young celebrities with loyal followings that brands are increasingly tapping into.
For
Marketing
Brands are adopting a more inclusive and representative marketing strategy by featuring non-traditional models and ambassadors in makeup campaigns.
Workshop question
How could you incorporate diversity into your brand?
Trend signals
Trend signals for Increasingly Inclusive Beauty
Trend score 4.3 out of 10, from popularity 70%, activity 50%, freshness 8%.
Popularity70%
Activity50%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Increasingly Inclusive Beauty trend
5 featured examples from Oct 30, 2015 to Sep 11, 2017CategoryPop Culture
Pop Star-Designed Makeup Collections
Rihanna's Fenty Beauty Collection Reveals Diverse Shades
The beauty industry is disrupted by the creation of inclusive makeup collections with shades for people of all skin colors.
CategoryFashion
Male Makeup Brand Ambassadors
Influencer James Charles Will Be Covergirl's Newest Ambassador
Beauty brands can disrupt the industry by featuring male brand ambassadors and embracing inclusivity in their marketing strategies.
CategoryMarketing
Emotional Real Beauty Ads
This Dove Campaign Commercial Shows Men React to Models & Loved Ones
The beauty industry has the potential to disrupt traditional beauty standards by promoting real beauty and emphasizing personal connections.
CategoryMarketing
Unconventional Beauty Ads
This Dove Commercial Follows the Story of an Androgynous Model
The cosmetics and skincare industry can leverage the trend of unconventional beauty standards by creating innovative products that cater to a wider range of skin types, tones, and…
CategoryPop Culture
Latina Popstar Makeup Campaigns
This YouTube Star is One of the Newest Faces of 'Covergirl'
Beauty brands can leverage the power of celebrity partnerships to market their products to a diverse range of consumers and develop targeted campaigns for different audiences.
