Issue link: https://www.ascpskindeepdigital.com/i/1191176
find your dream career! ascpskincare.com/career-toolkits 53 Now you're ready to start marketing your skin care business as an inclusive enterprise. Where do you start? First, consider the impact of your advertisements, not just the intent of your marketing. Just because you don't mean to offend or alienate potential clients in your marketing, does not lessen the impact a mishap or misunderstanding has on people who may feel misrepresented, offended, or excluded. Today, "real beauty" ads are some of the best examples of inclusive beauty campaigning. These ads use everyday people, with a variety of body types, abilities, and backgrounds. They use people who are coming together to share common experiences. Millennials, in particular, love this type of authenticity. Millennials also find it difficult to associate with products they don't feel connected to in a genuine way. Examples of "real beauty" marketing strategies would promote: • Inclusion. In your marketing plan, look past the white woman or housewife, ages 18–38. Instead, people of color, different ages, other minority groups, and "alternative" lifestyles should be included in your marketing plan. Also, consider using gender-neutral pronouns or doing away with pronouns altogether. When advertising, work to destroy all gender or racial barriers. It's imperative to make sure everyone is properly included, represented, and heard. Be careful not to alienate potential clients. • Authenticity. Be sure your marketing mirrors your actions in your real life. Be sincere in your marketing and avoid stereotypes. Don't try to be everything for everyone. Just think about reaching a market outside of your current target audience. • Diversity. In your marketing materials, celebrate the fact that we are more alike than different. While everyone should feel special and unique, we should also recognize that, as a whole, we all belong to a bigger, more collective community. Work toward better and more equal representation in your marketing that reflects our world and society as a whole. • Acceptance. Inclusive representation reflects a society where the needs, views, and Marketing: Keep It Real! When you make a product easy for a specific demographic to use, it becomes a product that is easy for everyone. Apple originally designed Siri for use by people with disabilities. Now everyone uses Siri, Alexa, or Cortana. lifestyles of everyone are properly considered. Acceptance is the key to building trust and positive emotion from potential clients. Some of the best inclusive ads are emotional, where you recognize a common experience. Inclusion in beauty marketing brings everyone together to share emotional commonalities and identities. • Confidence. Promote services that help clients along their individual pathways to success and fulfillment. When people are free from skin anomalies, such as acne, scarring, or premature aging, they feel empowered to go out and face the world. • Awareness. Consumers like to promote companies and products that are in line with their social beliefs. Consider sponsoring events or supporting causes that tell your clients who you are and what you stand for. • Hashtags. Nearly all social media platforms use hashtags to connect posts to specific conversations or causes. Examples of effective, inclusive hashtags include #loveislove, #inclusionmatters, #diversity, #inclusion, #disability, #selflove, #LGBTQ, and #equality. (Hint: Do a search of "popular hashtags for inclusion" to find the top hashtags for the social media platform you use most.) Keep in mind that LGBTQ customers across the board use social media to find and interact with brands that support their community. As a bonus, the ease of sharing social media posts can broadcast your dedication to the LGBTQ community. Promoting Inclusive Services Using inclusive marketing tips will, undoubtably, provide opportunities for additional client services. But, before expanding your repertoire, make sure to educate yourself about the requirements and concerns of your new clientele. That way, you will be comfortable in your approach and communication. Plus, your additional knowledge will lessen the chance you'll offend a client or appear insensitive. Remember, your clients may be facing several issues that require awareness on your part. Your acceptance and additional knowledge of gender identities, health issues, ethnicities, etc. will help you build trusting, long-term relationships with your clients.