Earlier this month I wrote about inclusivity strategies being important in order for brands to solidify their resilience into the future. And while I stand by that (and it’s heavily supported by research from the likes of WGSN and Sephora), there’s another side to the inclusivity story that’s a little harder to write about.Β 

But I’ll try: because while the BBJ approach to beauty marketing does lean on data, it also relies on real-life market research and a constantly updated understanding of what’s really happening in consumer culture. Yes, consumers are demanding action when it comes to inclusivity β€” but they’re also demanding honesty. And a very honest brand can be transparent about the fact that being inclusive of everyone, all of the time, is not only really hard to achieve, but…

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Updated December 2022

by Richard McKeon