Issue link: https://www.ascpskindeepdigital.com/i/1191176
find your dream career! ascpskincare.com/career-toolkits 51 GENDER If men aren't quite ready for full-on makeup, they're definitely up for a bit of polish. The male- grooming business, valued at $57.7 billion in 2017, is growing exponentially, and according to research, the market is set to reach a staggering $78.6 billion by 2023.6 The industry has grown 6,000 percent between 2012 and 2016.7 It's no secret that men have long used traditionally female skin care products. There is a growing market for cosmetics, particularly among younger men, and the male grooming industry, which encompasses moisturizers, pomades, body hair removal products, and blemish concealers, is expected to grow. CoverGirl, a long-time proponent of diversity, made a statement with the release of its new mascara, So Lashes, which featured its first CoverBoy, 19-year-old beauty blogger James Charles.8 Men spent more on male-specific toiletries than on shaving products for the first time in 2013. Sales of skin care in particular boomed. It's about self-confidence as much as anything else, and the desire to feel more attractive, more successful, and, increasingly, more youthful.9 SEXUAL ORIENTATION/GENDER IDENTITY Brands are paying attention to gender diversity in the beauty industry, and many companies are starting to make it a part of their strategic priority. With regard to gender neutrality, representation of gender diversity in the cosmetic industry is becoming the game changer, and many companies are starting to incorporate it into their strategic plan. DISABILITIES/SPECIAL NEEDS Veronica Lorenz was working as a makeup artist on the set of The Hunger Games when doctors discovered a benign tumor on her spinal cord. After a series of surgeries, she eventually lost all feeling in her hands. During that same time period, Lorenz had the idea for creating a makeup stamp. INCLUSIVE SKIN CARE Remembering that authenticity is imperative to inclusion marketing, really consider where you stand in your biases toward gender equality, ageism, ethnic background, abilities, etc. Would you consider your stance to be friendly or affirming? • Friendly means your business is a safe space for all people in terms of sexual orientation, gender identity, ethnicity or disability. You ensure that all clients know they're welcome in your business, whether online or in person. If a client believes yours is a friendly business, they are far more likely to choose you over your competitor. This is especially true for millennials and Gen Z clients. • Affirming means your business accepts that alternative lifestyles and unique populations are truly a part of your community, and you practice affirming these populations on a daily basis—not just special occasions. For example, you don't just acknowledge the LGBTQ community when Pride celebrations occur. Doing so is considered "hopping on the bandwagon" and won't build trust in the LGBTQ community. Friendly and affirming are both positions of authenticity, but understanding the distinction is important to keeping your marketing strategies in line with your beliefs. No matter what your stance, authenticity is key!