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[The Lack of Inclusiveness in The Local Beauty Industry]

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[The Lack of Inclusiveness in The Local Beauty Industry]

For Indonesian women with dark skin tones, finding the right shades of makeup is like looking for a needle in a haystack when it comes to local brands, because, most of the local beauty companies constantly feature a limited range of color complexions. In fact, the obsession with light skin in Indonesia has not stopped being a mindset since makeup product’s advertisement often shows the beauty of having light skin.

Now, many critics have been delivered by consumers regarding this issue. The demand for darker foundations in Indonesia might have been influenced by the lack of darker skin representations as well as the portrayal of beauty mainly as light skin complexion.

Due to customer’s demands and critics, Local brands’ eagerness to innovate could improve inclusivity in the beauty industry. Makeover and BLP are examples of local beauty brands that have expanded the range of their shades this year. They also launched a quick guide to help consumers find out the right shade for their skin tone through their social media. Besides, the advertisement also features models with diverse skin tones and embraces self-love topics in their campaign. This is such a great improvement in that consumers now see a reflection of themselves through the models in the brand; they sense a connection that cannot be simply built.

Soon, Indonesia customers will be smarter in choosing beauty products that match their skin tone. This is a great opportunity for local companies to reach out to their customers’ demand by increasing inclusiveness in beauty industry and providing equal beauty products for every tone of skin in Indonesia.

Source: The Jakarta Post

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The idea of delivering the most value for the consumer has evolved over the years. As we know, the best marketing strategy is cetera desunt for adaptive future-leader mindset that uncertainly evolved over decades. Companies began to use various promises in effort to persuade and attract customers. The fiercely increasing conditions of competition added the popularity of the concept of “brand” and “advertisement” by adopting the concept of neo-marketing and elaborate them with psychological terms. Albeit, all emotion influences consumers personal relationships, business choices, and buying decisions. The emotion itself has situational and reactive qualities, as well as satisfaction and expectations formed over lifetimes of experiences and interactions.

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In the meantime, one of the biggest challenges that marketers deal with is customers’ expectations in the pre-purchase phenomenon where the consumers haven’t fixed their buying decision yet. To tackle the challenge, many companies are competing to build relationships with their customers, with the expectations that they will be able to provide the best customer experience for specific individuals. Therefore, the company must be customer-centric to carry out a successful marketing strategy in order to be noticed by consumers and to forge a brand identity.

According to McKinsey (2019), by making a fundamental change of mindset of focusing on the customers, companies gained significant enhancement on several aspects. Along with operational and IT improvements, companies generate 20 to 30 percent uplift in customer satisfaction, a 10 to 20 percent improvement in employee satisfaction, and economic gains ranging from 20 to 50 percent of the cost base addressed in the various journeys.

To overcome these challenges, companies have to understand consumers’ behavior and expectations. Hence, companies should put a bigger concern towards consumers’ buying-cycle from awareness to its advocacy. By implementing the concept of Neuromarketing, stereotypes of the communication matters of the marketing basis will be integrated with taste of individual market itself. The more personalized the promotion, the higher the probability that the advertisement will work. It could be done by using big data to allow the company for this huge aggregation of all consumers personal information that they’ve ever revealed to build a precise representation of who they are, now, more than ever before. Data and insight are not delivered to consumers as a whole but individually by delivering the most value to the customers with a very specific scope based on how they think.

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