Product, Experience And Content: How Beauty Industry Players Have Responded Authentically To BLM

Product, Experience And Content: How Beauty Industry Players Have Responded Authentically To BLM

Hero Cosmetics' Micropoint for Dark Spots addresses hyperpigmentation, which affects different skin ... [+] tones differently



Hero Cosmetics



In the wake of the latest Black Lives Matters protests and increasing calls for diversity over the past month, a seemingly endless list of consumer brands has announced donations and, to a lesser extent, pledges to address hiring and promotion practices. This is all a step forward.



Within the consumer space, the beauty sector deserves a closer look. Users have an intimate relationship with beauty and personal care products, keep them in the bathroom cabinets they open multiple times daily and must rely on them to address skincare and haircare needs that can vary by race and ethnicity.



But what is the right way for beauty companies to begin - or keep - talking about beauty and race at this moment? Shachar Orren, Chief Marketing Officer at EX.CO, a content marketing company, advises that any communications needs to be "authentic and not opportunistic.“ She goes further to say that, "Companies of all sizes are asking themselves how they can take a stand or offer help in a way that provides value and is relevant to what they do or have