Abstract
Organizations must accurately represent their customer base to serve and appeal to their target demographic. However, many beauty companies overlook the importance of featuring women of different body types and skin tones in their advertisements and commercials. This lack of diversity is rooted in institutional racism and deeply entrenched stereotypes and must be addressed by encouraging companies to embrace and celebrate the remarkable diversity of their customers. By actively inviting women of different ethnic backgrounds and body types to participate in their promotional campaigns, companies can better represent and serve their wonderfully diverse customer base.
Introduction
The multibillion-dollar beauty business significantly impacts people’s perceptions of themselves and social standards of beauty. However, the absence of diversity and inclusivity in the industry’s advertising efforts is a glaring problem that has plagued the sector for a long time (Brooks et al., 2020). The absence of diverse representation in beauty advertisements has led to an exclusive atmosphere that marginalizes people who do not conform to rigid aesthetic standards. As a result, it is crucial to consider the significance of representation in beauty advertisements and how it affects how society views certain groups. Should the beauty sector prioritize inclusivity and diversity in its marketing initiatives? This article explores this issue and makes the case that beauty businesses need to represent a broader range of consumers to reflect the diversity of their customers more truly.
It is impossible to overestimate the importance of representation in beauty campaigns in the modern world when beauty standards are highly affected by media and advertising. It is essential to start with a hook that grabs readers’ attention to hold their attention and highlights the issue’s importance. Consider this shocking fact: although women of all races and ethnicities use beauty products, a Tsai et al. (2021) study found that the industry’s marketing efforts have consistently lacked diversity and inclusivity. Such a hook directs the reader’s attention to the current problem and creates a way for a deeper investigation of the subject.
The question is whether the beauty sector should prioritize inclusivity and diversity in its marketing initiatives. The topic will be presented as a single yes/no option to provide a neutral perspective and encourage a thoughtful discussion. Should the beauty industry emphasize inclusivity and diversity more in its advertising campaigns? This query enables a thorough investigation of the opposing points of view around the problem. The article will examine the critical justifications for the conflicting viewpoints in the next debate. On the one hand, proponents of restricted diversity in beauty ads may contend that advertising decisions should be made based on customer preferences. Conversely, proponents of increased inclusivity will stress the significance of presenting and recognizing the stories of those excluded due to conventional beauty standards. This disparity of viewpoints prepares the ground for a thorough investigation of the ramifications and effects of each position.
Literature Review
In recent years, there has been a lot of interest in research about diversity and inclusivity in the beauty business. Several crucial ideas and elements in the literature have surfaced that provide light on the connections between representation, health requirements, racism, and societal perspectives. To promote change within the beauty business, it is essential to understand these linkages. The idea of health requirements, the connection between varied groups, and the suitability of beauty products are crucial concepts in the literature. According to studies, White women with low to average BMI and women of color with various body mass index (BMI) have different skincare and cosmetic product needs than those often shown in commercials (McDonald et al., 2021; Thompson et al., 2020). The research highlights the significance of including skin tone and BMI-diverse women in beauty campaigns and suggestions for utilizing appropriate products.
Recent studies have shown that women with different body shapes and skin tones have other aesthetic demands. The personal accounts of individuals who felt inadequate and “not attractive enough” as a result of the professional standards that were upheld are revealed by Cavusoglu and Atik (2023). This result highlights the pressing need for more diversity in the beauty sector. Baird (2021) also discusses the historical background of the complex relationship between Black women and the beauty business, emphasizing the absence of goods and representation for this group. Childs (2022), in contrast, examines how Black women use social media channels to combat colorism in the profession. According to Aagerup’s research (2022), men and women have latent prejudices toward fat fashion models. Fuentes et al. (2021) emphasize skin tone’s relevance within the Latinx community, which also urges action regarding study, education, and practice.
Furthermore, it is essential to depict women of various skin tones and body shapes to confront the issues of racism and prejudice in the American culture (Korlakunta et al., 2022). A widespread perception that associates femininity with whiteness and ideal body proportions has been created due to the overemphasis on mostly White women with slender bodies in beauty ads and marketing (Eisend et al., 2022; Shalaby et al., 2019). As a result, this promotes isolation and aids in the marginalization of people with diverse body shapes and women of color.
The most recent hypotheses in the literature concentrate on the effects of representation in beauty campaigns, the relationship between variety and health requirements, and the impact of maintaining strict beauty standards. Scholars draw attention to the inconsistencies and flaws in the industry’s strategy, such as the inadequate representation and inadequately diversified product offers. The literature indicates study gaps, emphasizing the need for more research into how beauty standards affect disadvantaged populations and the possible advantages of inclusivity. The literature also emphasizes how crucial it is for society to solve these problems since they feed prejudice and exclusion.
This study offers a thorough overview of research on diversity and inclusivity in the beauty industry by synthesizing the extant literature. It highlights the need for more research by outlining essential ideas, correlations, discrepancies, and gaps in the literature. This review of the literature prepares the audience for the discussion that follows. The essay will contribute to the debate by offering practical suggestions for beauty brands that will improve their representation in advertising campaigns, promote inclusivity, and accurately reflect the diversity of their customer base.
Discussion
Skin Tone Discrimination
The presence of racist standards in the beauty industry profoundly affects the research issue regarding the needs of the target population. Due to the absence of proper representation of women of color and women of different body types in the beauty industry, there is a considerable lack of understanding of the relevant health needs of the specified community members (Taylor et al., 2019). Manjaly et al. (2023) point to the lack of understanding of the needs of women of color in contemporary healthcare, particularly regarding skin care, body mass management, and the associated concerns (Forbes-Bell et al., 2021; Karmakar, 2021; Eisend, 2022).
As a result, the target demographic will continue being exposed to more significant health risks and suffer a more excellent range of health issues for which solutions will not exist (Saraswati, 2020). For the reason above, companies must be compelled to represent a broader range of skin and body types in their advertisements and commercials.
Weight-Based Discrimination
A similar trend has been noticeable concerning depicting women’s body types in beauty companies’ advertisements. Organizations offering cosmetics and relevant products tend to hire models with low-to-moderate BMI levels (Seo et al., 2019). The specified approach fails to be inclusive and sets dangerous grounds for women to resort to unhealthy dieting methods and other hazardous strategies for losing weight (Goodman & Lu, 2021; Jestratijevic et al., 2022). In addition, the failure to include women of different body types in their commercials implies that beauty companies discourage self-acceptance and even promote self-hatred in women with BMI rates or body types that do not meet the set standard (Ovalle, 2019; Couture Bue & Harrison, 2019).
As a study by Amalia et al. (2023) explains, the described trend in the beauty industry “can leave real feelings of hurt for those who are continually underrepresented” (p. 6). Therefore, companies operating in the beauty industry must be encouraged to include different body types in their commercials and advertisements (Lewis, 2019; Mwinga et al., 2019). With the focus on representing women of color and women with varying types of bodies, beauty companies will be able to address a complex social justice issue and contribute to resolving a major social problem.
Opposing Viewpoint
Some could counter that beauty businesses can direct their marketing efforts to the ideal clientele. Since they are businesses focused on making a profit, they must take all necessary steps to increase income. Others would counter that having women of color and women with various body types may only appeal to a portion of their consumers, resulting in lower sales and, eventually, lower profitability (Ovalle, 2019).
Additionally, businesses may contend that their main priority is the product rather than the representation of their target demographics (Peng, 2021; Pollock et al., 2021). In this instance, the emphasis should be on the product’s quality rather than the people shown in the commercials (Goodman & Lu, 2021). Despite this contrasting attitude, beauty brands must be aware of their societal obligations to advance inclusion and diversity in their marketing initiatives (Shen, 2022; Yip et al., 2019). Additionally, serving a broader spectrum of clients may boost earnings, create new markets, and draw in a more varied clientele (Forbes-Bell et al., 2021). It is significant to notice that the absence of diversity in beauty marketing impacts the target audience. It upholds damaging beauty standards that can impair women’s mental health and general well-being.
Conclusion
Beauty marketing initiatives must promote tolerance and diversity to build a more welcoming and optimistic global society. Beauty brands must acknowledge the need for diversity and implement modifications to reflect better the range of body shapes and skin tones in their target customers. Beauty firms may convey that these variations are common and should be welcomed by including a wider variety of skin tones and body types in their marketing. Stereotypes and prejudice against women of color and women with various body shapes have resulted from the lack of representation in the media. However, beauty businesses may support a more optimistic and welcoming global society by embracing more inclusive marketing methods.
It is critical to remember that this shift is a sincere effort to advance tolerance and diversity rather than merely a marketing gimmick. Additionally, customers need to support companies that prioritize inclusion and diversity in their marketing initiatives. This assistance may inspire other businesses to adopt a similar strategy and make the same improvements. To encourage inclusion and diversity in the beauty business, laws and policies from the government can also be implemented. For instance, legislation may be created requiring a certain amount of body types and women of color in commercials. With the help of these rules, beauty businesses would be held responsible and forced to promote inclusion actively.
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