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It’s no secret that the makeup industry has been under fire lately. Thanks to social media and the rise of platforms like TikTok, we have more access than ever before to the different available brands and products. Similarly, consumers have louder-than-ever voices when it comes to sharing brand support and product satisfaction. With this, there has been an increased demand for beauty products that cater to the diverse needs of consumers.
As consumers are increasingly looking to treat themselves and invest in their appearance, more companies are responding with custom products, color palettes, and even personalized packaging options. All of this has contributed to the growth in demand and acceptance of customizable cosmetics. So what does this mean for your business, and how can you jump on the trend? Keep reading to learn more.
What Does Inclusivity Look Like in the Beauty Industry?
The beauty industry has been criticized for its lack of inclusivity. Women of color, transgender women, and other marginalized groups have often been left out of discussions and marketing. Although brands like Fenty Beauty and Kat Von D have made strides in providing shades for a diverse range of skin tones, many other brands have been ridiculed for lack of inclusivity. In order to be inclusive, all types of people should be represented in advertising, packaging, etc.
Below are some examples of segments that beauty brands must consider in their product development:
Male Makeup Market
It's no secret that makeup is a multi-billion dollar industry. One of the driving forces behind its success has been that it lets people feel like they can change and express themselves how they want to, which is a powerful feeling. What was once solely for women is now being accepted by men as well. Male beauty influencers such as James Charles and Jeffree Star are leading the charge for this by normalizing makeup for men.
As part of their inclusivity efforts, beauty brands should be sure to consider this market in their product development and marketing initiatives.
Products for People of Color
The cosmetic industry has been criticized for not being inclusive of people of color. Brands such as Tarte Cosmetics have gotten backlash for their lack of products that cater to people of color. Scandals such as this have given way to higher consumer demand for wide shade ranges and products that suit various skin colors.
Addressing the Aging Population
There's been a recent shift among consumers, but it has nothing to do with millennials or Gen Z. The people driving this new change are actually our parents and grandparents. AARP reports that there are currently 39 million Americans over the age of 50. This number will continue to rise as baby boomers age into their 70s and 80s. Not only does this market hold the largest share of disposable income, but they also want to use cosmetics to look and feel their best.
However, this population has largely been ignored by mainstream cosmetic brands. The messaging and products that cater to younger demographics simply don’t resonate the same way for older individuals. With this, brands must be cognizant of the type of packaging, marketing, and products that will appeal to this audience and even look at it as a market opportunity with lower competition.
What Does This Mean for Beauty Businesses
The rise in inclusivity demands put pressure on cosmetic brands to cater to different types of customers. This may mean creating products built for certain demographics, including broader shade ranges, or using male models on your packaging. However, another solution can give you an edge over your competitors and impress your customers: custom blend makeup.
How Custom Blend Can Bridge the Inclusivity Gap
Perhaps the best way that you can put inclusivity at the forefront of your business is by providing customized products. This allows you to cater to customers who want products that fit their unique needs and eliminates the need to buy makeup that doesn’t work for them. If a customer wants a foundation shade that matches their skin tone, you can make it on the spot in front of them. Colorlab's custom blend solutions allow beauty brands to make custom products on the spot.
Create lipsticks, foundation, concealer, eye shadow, and blush in minutes, right before your customer’s eye. Not only is this a great way to build loyalty and differentiation, but it also puts inclusivity concerns to bed.
How to Get Started
Are you wondering how to get started with custom cosmetics? We're here to help! Our easy-to-use system makes it a snap to customize your own products. Contact us today, and we'll be happy to answer any questions or concerns that might come up.