As you dive into the world of beauty, to truly maximize your beauty brand’s potential, there are so many complex factors to look at when building trust and inclusivity in this industry.
Of course, a huge part of your success as a brand lies in having a target audience that you communicate with and reach out to on a daily basis.
Having a target audience and niche is important to any successful beauty business because it allows for the capability of a specific and loyal customer following.
But while having a niche and loyal customer audience is important, it is time to talk about the nuances in creating a diverse and inclusive environment in your beauty business. Everything from the products you sell, to the content you promote, and finally to the hiring of your employees, should involve a commitment to diversity.
To run a truly balanced and trustworthy business in the beauty industry, it is absolutely crucial that you are able to focus on diversity internally within your business and in your outreach to customers. This enables your business to communicate in an inclusive way to as many diverse communities as possible.
Enabling that communication allows for different groups to become aware of the products you are able to offer through your beauty business. From this standpoint, you ultimately will grow and prosper as a business while helping your customers—including customers from minority populations—feel welcome.
Here are three ways to build trust and inclusivity in your beauty brand with the focus on diversity.
1. Include Products that Celebrate Diverse Populations
When going over product choices and formulas, keep in mind the importance of diversity. There are so many setbacks for many pockets of society. Create an opportunity through your products that empowers people in all walks of life, from gender diversity to cultural diversity, because we are all unique.
Having a culture of diversity may not seem like much, but to some people, your products and beauty business may feel like all the difference in the world. Whether it’s offering more shade ranges or different sets of applications, people will gravitate to your business because your brand puts forth the effort to be accessible, no matter who people are or how they identify.
This creates a huge buying opportunity. Not only will you create loyalty with your brand’s niche, but you will also be able to generate incredible and momentous outreach by showing strong diversity in your brand’s approach to everything within and throughout the business.
The global Covid-19 pandemic has made typical businesses turn their focus to e-commerce. Solely having a business through a brick and mortar shop is vastly decreasing in popularity.
With the changing times, it may become very difficult, if not impossible, to conduct business with just a local base. Improvements through technology has created an e-commerce type of industrial environment that is becoming increasingly popular.
Businesses are either finding ways to combine e-commerce in their business model or transferring completely to a sole online basis. This is great news for you if you are starting and building your beauty brand!
The upside of e-commerce is that it has allowed for people to have access to products that may not normally be in their vicinity. So, true marketing diversity involves celebrating this opportunity when creating content, running advertisements, and marketing in general.
If people can actually see themselves in your brand—can truly be visible where they may have been invisible before—this may be what sets your brand apart because you are focusing on the human being, not just on the marketing trends.
2. Establish Diversity and Inclusivity Within Your Own Business
Obtaining trust and inclusivity with your target and outreach audiences is vastly important. However, It is also crucial that you establish these same values within your business environment.
Employees working for your brand are an incredible asset in the growth of your business. The saying “two heads are better than one” has never rang more true in the beauty business industry.
Once you are at the stage for hiring more help, having employees from diverse backgrounds can contribute perspectives and experiences you would not normally have otherwise. Seeing and sharing different ideas can be especially helpful when it comes to marketing your products, further emphasizing your company’s focus on diversity and its commitment to inclusivity and trust.
The different roles that your employees play within your business model cannot be taken lightly. Maintaining a balanced and pleasant work environment is necessary for the future and the longevity of your beauty business.
Unhappy employees can lead to a disgruntled work environment and can trigger a chain reaction of problems that could be potentially detrimental to your business as a whole.
By setting an example as a brand, and being accountable in what you do, you are taking actionable steps that can have a ripple effect across your business and throughout the beauty industry.
3. Cultivate Diversity in Your Brand’s Voice and Messaging
Treating people well with kindness and compassion is a message that cannot be stated enough. When you treat your employees well, your business runs smoothly. When you treat your customer well, your business prospers.
With that concept in mind, it is key that you have excellent customer service that is responsive and engaging when dealing with varying aspects of your business. Basically, cultivating an inclusive and trustworthy voice in your messaging when interacting with people, fosters a sense of belonging that speaks volumes to people who may have never been accepted for their beauty choices in the past.
Take comments, complaints, and criticism with an inclusive perspective when dealing with reviews. Have a growth mindset, and do your best to implement and improve these critiques when focusing on boosting customer satisfaction.
Your client base itself can come from a diverse set of backgrounds. Being able to see their perspective, and understanding what can or cannot be improved in your business, can only help you in the future as well.
Onward and Upward
Most people want to start their own business because they want to generate something that will contribute to the benefit of society. As the world continues to build equity and equality in varying businesses and industries, change is being created at the same time.
Now that it has been established that taking the time to build trust and inclusivity within your business and with customers is necessary, the result of inclusivity will speak for itself.
Improving the lives of others and making people feel and look great is a huge accomplishment. We are in this industry because we love seeing people feeling good about themselves and falling in love with the person they see in the mirror, with or without the beauty products they’ve purchased.
People crave things that they can relate to and are repelled by things that they cannot identify with. By diversifying your products and your approach, you are able to relate to more people. By being inclusive, you are building trust. And by building trust, you are creating a new culture of diversity.
Making an impact on how the beauty industry is perceived is an incredible feat. The success of your beauty business will generate organically because of the values you build within and throughout your business model.
When your business takes the time to build trust and inclusivity, your business will thrive with the knowledge that each day you are building the blocks for continued success, longevity, and growth.
Extending your hand out will ultimately boost your business and brand onward and upward. Everyone will want to support you because you took the time to support them.
There is no better outcome for your brand than that.