The world’s attitude towards beauty becomes more diverse, brands are continuously evolving to line up with the new opportunities and trends (Fetto,2019).The key drivers that led beauty sphere to diversify their spectrum of products and embrace new identities (Fetto,2019) are the growing number of consumer with various ethnic background (Euromonitor,2019). Moreover, the shift in consumer demographics on emerging market makes the beauty industry to target multicultural consumer base (Euromonitor,2019).This phenomenon occurs due to the migration and the growing tourism that increments the power of purchasing in matured and emerged markets (Euromonitor,2019).
Even though the opportunities and growing expectations, the major aspiration of beauty manufactures is to comprise different groups of ethnicities in the same marketing campaigns (Euromonitor,2019).The social critic , Susie Orbach says “If products are tangible expression of our socio cultural currents, the beauty-more than other industry-embodies a diverse ,inclusive, nimble and empowered space”(Vogue,2019).
Today, conglomerates like L’Oreal Paris and Estee Lauder as well as young brands such as Huda Beauty are embracing the multicultural beauty diversity (Smith,2019) which according to the Chief Executive of L’oreal USA is a key driver for innovation and encourages creativity (Forbes,2019).Factors that embrace diversity such as socio-economical, psychological, religious (Euromonitor,2019) made the beauty industry to develop and offer to the increasing culturally diverse market foundations that suits each skin tone ( Fetto,2019) as well as creating beauty products for consumers of both genders (Mintel,2019).Many brands have launched neutral make up products, Mac is one of them. The brand has been embracing diversity by celebrating and promoting with its customers (Mintel,2019).
Mac Cosmetic
Mac’s Mantra “All Ages, All Races, All Sexes” -the fundamental principles of the brand that comprise diversity and inclusion (March,2014).
Being available in more than 120 countries it is imperative for such a big brand to cover the needs of different skin colours, complexion and texture (Knight,2019). It is from 1990 that the brand promotes inclusivity making the diversity essential in the brand’s DNA (Hickman, 2019).
It has become known as the brand that celebrates and caters for diversity. Diversity within the human race is extensive, and skin tone is almost as unique as the fingerprint. To ensure that each individual is catered for MAC is constantly adjusting and adding to their vast shade range. As populations merge, ethnicities are being blended, creating a need for the company to evolve just as humankind do (Hickman, 2019). In addition to this, expectations are increasing as social media expands so does choice. To provide for the demand, MAC is evolving, as the customers demand more MAC provides – while still remains true to their core values and beliefs ( Knight, 2019). In order to connect with the customers, MAC launched a 5 day pop up shop in Liverpool during October of 2019. The purpose of this was to illustrate the diversity within their makeup and promoting gender neutral makeup ranges. It is clear that this is vital, as many other brands have also followed in their footsteps. These steps may be a result of the fact that 83% of millennial men believe that their appearance is fairly or very important while over half (52%) believe that facial skin care is focussed too much on the female clients (Mintel, 2019). As a result, in 2016, MAC partnered with Harry and Peter Brantto launch a unisex makeup line in order to break down any barriers currently present within the make up industry. The main aim was to speak to men while being neutral enough to also be accessible to women. To further this, in April 2018 MAC partnered with Nicola Formichetti (a fashion designer and creating director) in order to create “Genderless. Freestyle. No rules, just make up in living colour”. This range saw a lot of colour and vibrancy, previously not seen in gender neutral ranges of other brands (Mintel, 2019). It is clear that MAC often collaborates with artists and personalities globally in order to allow diversity to flourish and be present within the brand.
References:
- Egan, E.M. (2019) Global Diversity and Inclusion. Fostering Innovation Through a Diverse Workforce, Forbes Insight[Internet], Available from https://images.forbes.com/forbesinsights/StudyPDFs/Innovation_Through_Diversity.pdf[Accessed 11 of December]
- Euromonitor,(2015)Cultural Diversity and its Impact on Global Consumer Markets [Internet] Available https://www-portal-euromonitor-com.yorksj.idm.oclc.org/portal/analysis/tab[Accessed 12 of December]
- Fetto, F. (2019) All Inclusive: How are Make-Up Brands Tacking Diversity, Vogue [Internet] 24 February , Available from https://www.vogue.co.uk/article/all-inclusive[Accessed 10 of December ]
- Hickman, J. (2019) Is The Beauty Industry Really As Diverse As It Shout Be? Let’s Check In , Well And Good [Internet] 26 July , Available https://www.wellandgood.com/good-looks/diversity-in-the-beauty-industry/[Accessed 12 of December]
- March, B. (2014) You Could Be the Face of Mac’s 2015 Collection, Cosmopolitan, [Internet], Available from https://www.cosmopolitan.com/uk/beauty-hair/makeup/news/a31347/face-of-mac-macnificent-me/[Accessed 11 of December]
- Mintel, (2019) M.A.C. Cosmetics Gender-Neutral Make-Up Pop Up Store in Liverpool ONE-15thOctober [Internet] Available from https://academic.mintel.com/display/980594/?highlight[Accessed 12 of December]
- Smith, A. (2019) Beauty Brands Focus on Women of Colour, The Wall Street Journal [Internet] 14 July, Available from https://www.wsj.com/articles/beauty-brands-focus-on-women-of-color-11563096600[Accessed 11 of December]
