Those involved in the beauty industry from the late 90s until today will tell you that things have changed a lot in marketing skincare products to customers. The inclusivity among skin types and colors is the current trajectory for any campaign held by a progressive company. You might have noticed the transformation of advertisements from Victoria’s Secret, Nike, and the like. As the fashion industry looks toward models of all shapes and ethnicities, this has begun to shape a sense of acceptance for individuals all over the world.
People want to have makeup and skincare routines made for their skin. Although some individuals still prefer to work towards the color they want, others want to preserve what they have and maintain its healthy glow instead. Companies involved in marketing skincare products want to make use of this vast customer base by hitting their target of reaching as many consumers as possible.
Since advertising has become more personalized, they have evolved their marketing strategies with a digital market in mind. An example of this is how companies adopt SEO strategies and practices in their campaigns to attract more clients to their websites.
From a preference for pale looks in the past to diversity today, it is no wonder why companies are constantly on the lookout for new methods of customer acquisition. As trends in the “it” look for men and women vary throughout the years, there will always be a need for more creative ways to attract consumers to skincare products.
A Pale Past
Early records of Egyptians show that they used creams and tints to showcase a pale look with emphasized features- namely, their eyes, cheeks, and lips. Europeans and East Asians of noble classes followed a similar style. The bleached look indicated the luxury of staying indoors rather than having to work in the fields or somewhere else outdoors.
Due to this preference for paler skin, blushed cheeks, and rouged lips, the advertising for beauty products were affected. A dry texture was preferred, so there was little emphasis on skincare products since they mostly used water to clean their faces. Some civilizations used stone, while others added ash.
The importance of skincare came about with the development of soap. When it was produced at an industrial level, it became clear that people preferred it with additives that removed dirt and bacteria such as ash and oil. Advertising mainly was done through word of mouth or posters or in print.
Is It Diversity Today or Eastern Fairness?
As skincare advertising moved toward other media such as television, it was clear that acne continued to be a hygienic concern. Dry skin was also considered to be unfavorable, as companies that produced lotion advertised hydrated skin as a means to maintain a healthy and young look.
Since many women found themselves in a traditional household, trying to sustain their youth for their husbands, it became a norm to moisturize as best as they could. This meant that campaigns targeted many housewives and older women who wished to avoid signs of aging on their skin.
The shift toward a more accepting community did not happen until recently when models with skin conditions developed into some of the most famous names in fashion. A more globalized industry brought with it the prominence of campaigns for all skin types, exceptfor some countries preferring the fairness that Korean beauty showcases in their shows. Overall, although products that produce a glass skin complexion are doing well in sales, there is still an overwhelming welcome for all skin types today.
Coloring the Future
Social media culture is bringing about a sense of community with people from all over the globe. Its users are also calling out those with a less inclusive perspective, forcing companies to produce campaigns that put people of color in the spotlight.
There is also pressure on skincare-related businesses to develop products that are fit for people of different shades. When doing so, they have to reduce the emphasis on fairer skin.Advertising in the future is likely to become even more personalized as the data gathered through technology will allow companies to focus their campaigns on particular individuals.
With an increased focus on how people treat their skin, skincare advertising will continue to grow as a prominent industry online. There is a greater emphasis on cleanliness, hygiene, and clearer skin. This is because a natural look is now preferred over one heavily laden with makeup, drawing attention to the spots, or lack thereof, on your face.