Consumers are becoming more comfortable with revealing their flaws. The #nomakeup movement is encouraging people to bare their natural selfs and accept what makes them uniquely beautiful.
Diversity is often seen as one of each race but diversity goes beyond just the 4 races of South Africa. Diversity also means including imperfections into the equation. Consumers don’t just want to see a perfected person from different races but they want to see real people with real stories that empower them and make them feel good about themselves.
There are people whose skin pigment in general is seen as a flaw. There are people that have skin conditions like albinism for example which gains often unwanted attraction. However these are the people that brands are and should consider having in fashion and beauty campaigns as they stand for a broader perspective of what beauty can be and acceptance of oneself.
People do not want to be sold a dream that they will be perfect if they use a specific brand because they know it’s a lie. To tell real stories and to show your product as transforming the real life consumers life, is what will have an impact on the consumer.
Whether a consumer does or doesn’t have a skin condition they want to feel beautiful. To empower them through people that are perfectly imperfect and to show them that we can all look and feel beautiful is more real and impactful.
Article by Gabrielle Mixon
TrendER Insights’ Fashion Researcher, Communicator & Trend Analyst