Building a modern beauty brand – how to fuel business growth without compromising ethics?
In 2020, due to all the lockdowns, our make up routines became much more reduced. Despite the things coming back to normal, it seems that the minimalism is holding firm, followed by the body-positivity movement. Strobing, contouring, and other pre-covid Instagram-fuelled trends are gone, replaced by the praise of natural look. We want to uncover our natural beauty using makeup products to underline it instead of correcting it.
These radical changes require a flexible approach from beauty brands. They have to adjust to these new trends, modifying their offer in order to keep up with the evolving standards. That means, above all, being more transparent about the production process and the origins of their beauty products’ ingredients. But there’s much more to it. If you’re a marketing specialist in the beauty sector, or you’re considering introducing a new brand to the market, check which tendencies are there to stay. Adapt your selection of fragrance, skincare, and makeup products to the modern standards!
How to make your brand body-positive?
Many beauty influencers are trying to normalize skin problems, refusing to use foundation and putting makeup only on their eyes, lips, and eyebrows. Nowadays, we pay much more importance to skincare rather than covering the imperfections. Body positivity trend is the most visible in the marketing materials of the clothing brands, but it has reached the beauty industry, too.
To advertise your beauty products in a body-positive manner, pay attention to the discourse. Normalize the skin problems instead of demonizing them! Instead of hiring models with perfect skin to advertise your anti-acne products on your website, or in the social and traditional media, choose those that do struggle with it. Show different shades of skin and conditions such as vitiligo or rosacea. This way, your brand will contribute to the normalization process, giving confidence to all customers instead of taking it away. Take their needs into account, creating an inclusive brand that lets women and men forget about the exorbitant beauty standards.
How to follow the ecological principles while avoiding greenwashing?
Due to rising eco-consciousness, more and more emphasis is put on biodegradability and sustainability. However, modern companies fall into the trap of greenwashing, taking advantage of the customers’ trust with just words and no action. Green, eco-stylized packaging and using the word “natural” on any occasion will do more harm than good in the long run.
Avoid that practice since it’s not only unethical but also increasingly recognized and exposed. Instead, maintain transparency when talking about the company’s values and policies. Make sure to offer your clients access to a wide range of cruelty-free and vegan products based on ingredients from ethical sources. Regardless of what you’re selling – cosmetics, nails, fragrances – and what is your price range, this strategy will be well worth it. … Read More..