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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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