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Cultural differences make an impact on how beauty is perceived around the world to different people. When considering how to market products to different cultures through your beauty business, it is important to keep this distinction in mind.
Word choices especially matter when marketing to varying audiences on a global scale. Think about your background and where you come from. This perspective is valuable and can help you market your business locally.
Now widen that perspective and think about the culture you are in. What drives sales on your side of the world?
Expand that and now turn your perspective to how another side of the world and other types of people might see things. What drives the culture? What is attractive to people in sales, varies on the cultural backgrounds of the environment that they live in.
But remember, culture does not necessarily mean race. Culture includes how one identifies as well.
Be attuned to those needs and your business will be able to focus the marketing and sales to meet the needs and wants of customers on a global basis so that your beauty business can become more attainable and profitable.
Why it is Important to Learn and Understand Cultural Differences
As you dive into the world of beauty, you will find there is a vast array of ingredients that originate from different places and cultures around the world. Discovering how those cultures use those ingredients can be valuable in figuring out what exactly you want to deliver in your beauty products.
It’s also important to note that different cultures does not necessarily mean race or ethnicity. Cultural difference relies on the variety within your customer base of a target audience. The beauty industry is not for the select few. Cosmetic products, skincare lines, and other product developments that you come up with, all fit into an industry that has broaden potential customers to share in these beauty brands.
Of course, make sure to hone in on what is important to your brand and message. Even with inclusive marketing, find what matches and deliver products with awesome product descriptions that sing to the audiences to show what your business has to offer.
With that in mind, here are the key steps to integrating cultural differences to see profitable results for your business that allows people from all over the world to benefit from the products that you can offer at the same time.
1. Research Cultural Differences
The world is a vast place with people from many backgrounds and perspectives. Due to this, the way we conduct business must be understood through the lens of cultural differences.
An example of this is in skin care marketing. In skin care serums, we often see the phrasing “skin whitening” in Asian cultures for the Asian Markets and “skin brightening” in western cultures. However these “skin fairness products” could contain toxic ingredients that also has negative repercussions when it comes to “lightening” skin for races of darker complexion. The skin serum is essentially the same and the product still has the same effects, but the audience receiving the product varies. So, it is important to be culturally sensitive when it comes to the cosmetic market and product efficacy.
Consumer habits are supplied by cultural differences. The marketplace, therefore, is dependent upon these habits, elements of culture, and differences in beliefs. To avoid cultural appropriation, make sure to research the culture and understand the diversity in the customer base. Have you and your marketing team reach out to certain cultures that you would like to share your product with and ask them what they want for their beauty and skin care routine and craft your marketing strategies to meet their needs.
When in doubt, ask. If your intent is genuine, people will respond. Ultimately, they want to benefit from what you have to sell.
When writing product description, be sure to include how the product should be used and what it should be used for. Focus on how the customers benefit from using your beauty products rather than just touting praise for the product.
Remember, the best way to overcome cultural differences is to focus on what we all have in common. When it comes to inclusive marketing, the bottom line is the product itself. If your customer, no matter where they’re from or what they believe in, sees your product as something that benefits them and their needs, you’ve shown that you are committed to helping your customer base, no matter who they are.
By understanding these cultural differences, you can breach the key wording that is necessary for each culture to embrace the product and feel satisfied by the results. Plus, by focusing on product benefits versus calling out specific cultural differences, you allow your customer base to feel more comfortable in purchasing more products in your beauty line.
2. Make Your Products Accessible For Any Age
Elder populations are a key group of people that may share a different cultural perspective than younger generations. Due to this, elder populations often get left out in product choices and marketing ploys.
Excluding the elderly potentially means missing out on a whole generation of potential business. Remember that elderly populations want products that are accessible to them. Plus, older generations tend to share what they like when it comes to beauty products in their intimate circles. This “word of mouth” could create a loyal following of business because these customers don’t get as much attention as the targeted younger audience.
Even if your brand is particularly focused on one niche or population group, consider testing a product line with suitable ingredients that integrates specific products for populations that are often overlooked. Mature populations have different needs and wants. Many are asking brands in the comments sections, “Would this work for mature skin?” If you can answer these questions with certain products and in your product description (i.e. Ideal for Mature Skin), you’ve opened up your beauty brand to potential customers that can feel good in their skin, no matter their age.
Elderly people are just one example of that because each stage of life is a beautiful thing in itself. Why not have beauty products that showcase that?
3. Use Ingredients that Incorporates and Works on All Skin Types
Continuing on the product line trajectory, make several products and options that work for varying skin types. It is absolutely fantastic when a product is a one kind fits all option. But, when that is not possible, create specific product lines.
Many people, particularly of minority populations, mention how hard it is to find a foundational color base that suits their skin tone and their skin type. Multiple beauty brands have heeded the call when expanding their range of products to make sure they are inclusive when it comes to skin color. Make sure to look at the feedback you are getting from your customer’s so that way you can see what skin tone’s are missing in your brand and what you need to adjust when it comes to foundation choices.
Using skin care as an example again, remember to consider that skin types, along with skin colors, have a wide range. Skin ranges from oily, combination, dry, acne prone, sensitive, and aging. Research and work with your formula team to come up with solutions that cater to each specific skin type. More people are looking for their cosmetic products to have ingredients that not only makes their skin look good, but also aids in their overall health.
By using ingredients that incorporate these varying needs, you show your customers that you are listening to what they want and finding solutions for them. Providing solutions that work for all skin types and needs allows your business to become attainable because you put the customer’s first.
4. Be Inclusive of All Genders
Makeup is no longer just a market to women (though they do make up a majority of the industry). Marketing strategies now always consider a wide range of peoples, including a customer base who identify in different ways. Having these gender differences shows a more inclusive marketing strategy because it shows that you are thinking of potential customers that can benefit from your range of products.
This doesn’t even have to be makeup. Many beauty brands are offering skin care options along side their makeup products because the beauty industry is not just for women. The difference now is that gender stereotyping is no longer acceptable.
Make sure to use non-gendered language, so that all genders can benefit from what you have to offer them. Being gender-neutral will help the confusion of “For Women” versus “For Men” and instead, showcase how beauty and the beauty industry is an all-gender thing that anyone can participate in. Always focus on individual skin types rather than on gender.
Plus, you’ll avoid sexual stereotyping, which will make your brand more welcoming to people who may have felt excluded because of their gender in the past.
Multicultural Marketing with a Message that Celebrates Differences
As you move forward with marketing your beauty products to different cultures, look back on what makes people different. Celebrate the cultural differences and the diversity of people. Have a message that acknowledges this and truly be conscious of what your clients from all over the globe may require.
As previously discussed, the demands of divergent generations, identities, and cultures transforms and changes. Continue to research and learn what is important for your business to thrive and prosper. Take advantage of what is familiar to you and pursue and comprehend what is different and unique.
When you take this pursuit seriously, you will soon discover that you are one step closer to a diverse and inclusive business that is able to reach out and help multiple populations of people while prospering at the same time.