The pursuit of beauty is a worldwide human endeavor, and beauty products are made and sold in every corner of the globe. To gain a global perspective on the beauty industry, we’ve asked beauty brand CEOs from around the world to weigh in on their experiences in the beauty space. In this article, readers will gain insights about what makes the beauty industry unique around the world, and why beauty is an important part of culture and lifestyle.
1. Exploring Different Perspectives on Global Beauty Standards
The concept of beauty is a highly subjective one, and the idea of what constitutes global beauty standards varies significantly from one society to another. However, there are some traditional standards by which beauty is universally accepted — whether it is qualities like clear skin, a slim figure, or glossy hair.
Recent years have witnessed a shift in global beauty standards, with new voices being heard from regions of the world that traditionally have had less of a say when it comes to dictating the ideal of beauty.
We may be in a period of history where traditional beauty standards from the West, long overshadowed by its media influence, are becoming less significant in comparison to other cultures across the globe. Here are some of the emerging perspectives on global beauty:
- Asia – In Asia, pale skin, a petite figure, and glossy black hair have typically been considered most beautiful. Skin lightening products were widely used, and many women were removing facial hair as it was seen as unfeminine. A recent shift, however, has seen more Asian women embracing their natural features, like body hair, for a more authentic beauty.
- Africa – Darker skin tones are celebrated in many African cultures, and beauty standards favouring fuller, more voluminous hair, as well as big smiles and curves. Representation of a wide range of skin tones has ushered in a movement of self-acceptance and self-love.
- Europe – In more recent years, natural beauty is becoming more of a movement within Europe. While a slim silhouette is still associated with beauty and youth, European societies have embraced freckles and exposed skin to some extent.
It is promising to see a global shift in beauty standards that are more reflective of the diversity of cultures and societies around the world. It is encouraging to know that no matter where in the world someone may be, they can find beauty in their own way.
2. Voices from the Inside: Perspectives from Beauty Brand CEOs
Beauty brands can thrive or flounder based on the decisions of their respective CEOs. That’s why we asked beauty brand CEOs to tell us what sustains their successful businesses. Here are the answers they shared with us:
- Building relationships: Relationships are the foundation of any successful business. While it’s important to work on building relationships with customers, it’s also important to build relationships internally. This helps foster collaboration and trust between CEOs, managers, and employees.
- Blurring the line between physical and digital: We are in a digital age where traditional retail practices have been disrupted. Beauty brand CEOs must embrace this reality and blur the lines between what is online and what is on shelves.
- Using data to inform decisions: With data comes insights into customer behaviour. CEOs must lean into this and utilize data to inform decisions when it comes to pricing, product launches, and marketing initiatives.
- Creating new brands: Innovation is key to staying relevant in the beauty industry. Beauty brand CEOs must constantly create new brands and promote existing brands to ensure continued growth.
At the end of the day, beauty brand CEOs have to make sure their brands stay true to themselves, stay relevant and keep up with the ever-changing landscape.
It’s a lot to take on but given the influence CEOs have on the success of their brands, it’s a role that requires a lot of responsibility and creativity.
3. Cultural Influences on Aesthetic Choices Around the World
Though the idea of beauty is perceived differently by each individual, there are still some common influences on our aesthetic choices around the world. As you explore different cultures, it’s interesting to note the similarities and differences in their respective philosophies.
- The Ancient Greeks – In Ancient Greece, emphasis was placed on balance and symmetry. Beauty was associated with the divine, and a balanced and symmetrical aesthetic was the standard sought after by many. Here, ceramic and metal sculptures, pottery and painting reflected this ideal.
- Flower Symbolism – For centuries, the symbolic importance of flowers has been used in art across the globe. When different cultures began to interact, flower imagery was incorporated into their respective works of art, particularly in literature and pottery. In Japan and China, for instance, cherry, plum, iris and chrysanthemums traditionally denote various aspects of beauty.
- Arabic Geometric Art – Found primarily in the Middle East and North Africa, Arabic geometric art is characterized by its intricate geometric patterns which are regarded as symbols of balance in nature. This type of art is often found on walls, rugs, carpets and textiles.
No matter where we are in the world, these and other aesthetic influences guide us in our choices and decisions about beauty. Cultural influences shape the way we express and appreciate beauty, further illustrating the beautiful complexity of aesthetic tastes around the world.
4. Unraveling Societal Expectations: How Brands are Evolving
Stop Caring About Likes and Followers
Brands used to measure successful marketing campaigns by the amount of likes and followers on social media. This number of likes and follows was seen as a reflection of the perception of the brand and company. However, now more companies are recognizing that this isn’t a true representation of the general public’s connection to a brand.
Focus On Quality Interaction
Companies are now focusing on not only the amount of followers, but quality interaction from followers and the general public. For example, blogs, polls, and surveys that actually measure public sentiment regarding a brand and upcoming products.
Debunking Stereotypes and Principles
Brands are also using their power and influence to debunk societal expectations and build real connections with their customers. This can be done through campaigns dedicated to dismantling gender norms or breaking the “rules of fashion”. This allows customers to have a more emotional connection to the brand and product.
Stay True To Brand Image
One challenge for brands now is to be able to stay true to their brand’s mission and stay relevant in a world with ever-changing standards. Companies are finding ways to introduce new products and marketing ideas in ways that will keep their customers engaged. They must present these items as extensions of their brand as opposed to something completely different.
5. Crafting a Future for Diversity and Inclusion in the Beauty Industry
The beauty industry has come a long way in championing diversity and inclusion. From the addition of plus size models to the embrace of models from all cultures and backgrounds, many brands are making progress. Despite this progress, work still needs to be done. Here are five ways to further advance diversity and inclusion in the beauty industry.
- Recruiting: Brands need to make sure their hiring practices are inclusive and unbiased. By diversifying their recruiting efforts, companies can ensure their team is representative of their customer base.
- Training: Companies should provide comprehensive training programs that cover topics from cultural sensitivity to workplace bullying.
- Environment: Companies should implement initiatives aimed at creating a safe and respectful work environment. Employees should be able to express their thoughts and feelings without fear of judgement or mistreatment.
- Marketing: Marketing efforts should accurately reflect diversity, not just surface-level tokenism. Ads should be both culturally sensitive and accurate representations of the brand’s real customer base.
- Rethinking Beauty: The industry needs to rethink its definition of beauty. Beauty is more than just physical appearance. It’s an individual’s unique spirit and personality that should be celebrated and embraced.
These five strategies are key to creating a more diverse and inclusive industry. It is essential that companies focus on developing effective policies and making meaningful changes for greater diversity and inclusion in the beauty industry.
From low-cost makeup lines in India to high-end product lines in the US and beyond, the global beauty landscape is an eclectic mix of differing regional perspectives and innovative products. Through our interviews, we’ve been privileged to peer into the insight, inspiration, and innovation of beauty brand CEOs from all around the world. As our beauty perspective continues to grow, it’s clear that the diverse and creative aspects of the industry are here to stay.