Issue link: https://www.ascpskindeepdigital.com/i/1191176
54 ascp skin deep january/february 2020 Beauty by the Numbers • Women who wear the hijab are often serious beauty enthusiasts, favoring full makeup and dramatic looks. Additionally, the global halal beauty market (body and skin care products that are free of ingredients that are illegal in Islamic society) is rapidly growing and is expected be worth $52.02 billion by 2025, according to research.1 • African-American women shell out $7.5 billion on beauty products every year, spending 80 percent more on cosmetics and twice as much on skin care as other consumers.2 • According to Nielsen, the spending power of African Americans is projected to reach $1.2 trillion by 2020.3 • White consumers will become the minority in the US by 2040.4 • Sixty-eight percent of women between the ages of 50–64 are working longer, living longer, and are spending their residual income on beauty and personal care—and this number has continued to increase since 2011.5 • The LGBTQ market is one of the fastest-growing sectors out there and becoming an increasingly valuable customer base. According to GayStar News, a conservative estimate on the size of the global LGBTQ market is $3.7 trillion. This community is also particularly sensitive to social issues.6 • Seventy percent of millennials are more likely to choose one brand over another if that brand demonstrates inclusion and diversity in terms of its promotions and offers, according to the 2018 Accenture Holiday Shopping survey.7 Notes 1. Sharon Thiruchelvam, "Men and Women Demand Diversity in Beauty Revolution," accessed November 2019, www.raconteur.net/retail/ men-and-women-demand-diversity-in-beauty-revolution. 2. Elizabeth Segran, "Is the Makeup Industry Finally Embracing Diversity?" accessed November 2019, www.racked.com/2015/3/10/8176275/ beauty-industry-women-of-color-makeup-cosmetics. 3. Terilyn Walker, "Why Diversity in Ads is More Important Than Ever for Revenue," accessed November 2019, www.aspireiq.com/blog/ why-diversity-in-ads-is-more-important-than-ever-for-revenue. 4. Segran, "Is the Makeup Industry Finally Embracing Diversity?" 5. Teryka Jones, "Inclusivity Within the Beauty Industry: Trend or Movement?" accessed November 2019, www.hercampus.com/school/ scad-atl/inclusivity-within-beauty-industry-trend-or-movement. 6. Alex Gentile, "The SMB Guide to Success in the LGBTQ Market (2019 Research)," accessed November 2019, www.websiteplanet. com/blog/smb-guide-success-lgbtq-market-best-practices. 7. Dawn Papandrea, "A Movement, not a Trend: The Power of Inclusive Marketing," accessed November 2019, https://insights.newscred.com/inclusive-marketing. CANCER Thrive Causemetics is a beauty brand that caters to cancer patients. Karissa Bodnar, makeup artist and founder of Thrive Causemetics, founded the company in 2015 when her college friend died of cancer at the age of 24. During her friend's cancer treatment, Bodnar noticed her friend's eyebrows and eyelashes started to fall out, and this made her want to find a way to create false lashes that didn't require natural lashes to attach to. Bodner soon came up with the idea of cancer patient-friendly beauty products. 12 While volunteering for the Cancer Society, LeiLani Kopp, founder of Sweet LeiLani, realized that the synthetic chemical-laden products she depended on for films would not work for people with compromised immune systems or highly sensitive and reactive skin. "It led me on a journey to research ingredients—good and bad—and I came up with a corrective cover stick that was safe enough to use for people undergoing cancer treatment, radiation, that kind of thing," she says. 13 Kopp discovered her cover stick would also cover burn survivors' scars, and knew she had a business. She trained in paramedical corrective makeup, crafted a full collection of products, and launched her company. THE FUTURE As more inclusive cosmetic brands enter the market, consumers will begin to consider company ethics in addition to their product selection. The issue of inclusion runs deeper than companies that just appear to be diverse. Going forward, businesses must prove their inclusivity values, and they must be transparent when it comes to how they support the movement toward total inclusivity. The beauty industry needs more brands that continually promote inclusivity. Inclusion should be the driving force behind product development and marketing strategies. The skin care and beauty industries must consider that inclusivity is broad and covers more than just race, gender, and religion. There is a need for representation of the older demographic, as well as a need for consumers with special needs and disabilities. All these factors are ones that the beauty industry should consider when developing and marketing new products. After all, beauty is much deeper than the surface of our skin. INCLUSIVE SKIN CARE