Challenging beauty norms – Inclusivity in beauty

Challenging beauty norms – Inclusivity in beauty

03 April 2019, 11:00 - 11:45

Marketing Trends Theatre

Over the last 18 months, there has been a dramatic shift across the industry with brands moving away from traditional gender, age, and appearance-related stereotypes highlighting a new era of inclusivity and openness across the beauty landscape.

As today’s consumers embrace their individuality and become more value-driven in their purchases, this has started to break down the barriers in terms of what specific demographics should or shouldn’t do. Similarly the need to appreciate and appeal to wider audiences which have traditionally been overlooked in product formulation and positioning creates new opportunities for brands to disrupt the marketplace, with the launch of Rihanna’s Fenty Beauty being just one such example.

From men’s make-up to appealing to a broader range of skin tones, this presentation will explore the consumer behaviours which are driving this shift towards more inclusive beauty, the latest brands disrupting the marketplace, as well as the marketing and innovation opportunities this trend presents.


  • Jamie Mills


    Senior Analyst


    Jamie is a Senior Analyst specializing in market, consumer and innovation insight with particular focus on beauty and personal care. Having worked...

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