Let's Talk About NOT Being Represented in the Beauty Industry

Let’s make one thing clear right away: We cannot ignore women of color's underrepresentation in the beauty industry. PERIOD.

The beauty industry has been centered around the idea that all women are beautiful, but what women are actually being included in this socially constructed description of "beauty"?

Beauty bloggers like Monica Veloz and Jackie Aina have used their platforms to voice their concerns and reviews on products made for women of color. Their impact also prompted swift responses from the brands themselves to correct their mistakes.

SO STAY WOKE …

We’re not talking about Daniel Glover’s song, though...

With the rise of social media, it has become easier for consumers to connect with brands directly. Though this can be very beneficial for brands to interact and build relationships with their consumers, it also keeps them in check.

According to Social Media: How to Engage, Share, and Connect by Regina M. Luttrell, “Companies benefit by seeing real-time insights from consumers because they establish a window into their thoughts, views, feelings, and reactions regarding a brand. Gathering these unaltered opinions that transpire via social networking sites would have been nearly impossible before the mainstreaming of social media.”

Social media, as you can expect, is all in real-time. This means brands will know firsthand how their consumers feel about them. Let’s put all of this into perspective. Take a brand like Beauty Blender, for instance, that gained popularity for their makeup sponges and decided to branch out and create foundations to add to their product line. Their first foundation debut included 32 different shades.

Beauty Blender's Foundation Launch

Out of the 32 shades, only eight of those are appropriate for people with dark to deep skin. Disappointing? Yes. Surprising? No.

Consumers took to social media their frustrations about the lack of inclusivity that Beauty Blender offered with their color range. This Allure article highlights the social media backlash that was received and the official statement that Beauty Blender put out in regards to the foundations.

I’M AN INFLUENCER, NOW WHAT?

You are an influencer, believe it or not. The dictionary definition of an “influencer” is a person or thing that influences another. Whether you are commenting on your favorite companies Instagram or Twitter post with suggestions or talking to your friends about the best new food place in town, you have prompted others to take action.

With the rise of social media, the term “influencer” has become vital in the way brands market. Unlike the traditional form of advertising where you would be stuck watching commercials or being harassed by posters everywhere, brands have now put their money behind real people to market to their target audience.

Influencer marketing, in and of itself, is another conversation. One that we can have in future blogs. But for now, let’s take the fact that people are getting paid to sell products and advertise. Crazy right? Companies can directly see the positive results in the financial aspect that come from using people that already have a loyal fan base indirectly, or directly for that matter.

Let’s be real: people trust people they already are supporters of. So, if, for instance, my favorite beauty influencer is testing out new products and for some reason, she is strongly against it, I probably won’t buy it.

This Forbes article states that “92% of consumers trust an influencer more than an advertisement or traditional celebrity endorsements.”

IT’S GO TIME

Now that you understand social media and how it affects the beauty industry or industry of your choice. The work starts today. You have to build your brand and re-work your online image. Choose which social channels you want to re-brand: Twitter, Instagram, Facebook, Linked In, or any other. Your message should be clear and succinct throughout your online presence.

If you want to showcase your talent or professional experience to show future employers, social media is a great tool to do just that. Use social media to your advantage for all your endeavors.

Stay tuned for some more tips on how to grow and build your brand. If you enjoyed my first blog, feel free to share them and leave me a comment below! I would love to hear what type of brand you want to build for yourself and feedback for more blogs.

With love,

Kiara Molina