Many beauty companies They Need to Provide Followers keep citing the “Fenty effect” as if it were some sort of mysterious phenomenon. Marketers are baffled as to why Rihanna’s makeup company. Which also makes more than 40 shades of foundation, makes money. What’s different from what Rihanna has done is putting women of color first. She invites consumers to join by talking directly to consumers, while more traditional cosmetics companies wait for women of color to discover their shades through search or trial and error. Rihanna just held up a mirror which further underscores my point.
With Something Other
To progress, They Need to Provide Followers people of color must be India Phone Number empowered to share. Their ideas and oversee narratives that speak directly to them and their communities. It’s no longer satisfying to have a room full of India Phone Number white men giving orders to groups of consumers far beyond their reach. While Benetton remained frozen as a cautionary tale in the last millennium, in 2020 it’s sadly possible for a brand to make the same mistake.
Before launching an initiative to celebrate diversity, here are 3 questions to ask yourself:
Do I know there are people working here who are members of the community we are trying to reach? Did they feel included and entitled to contribute prior to this project ?
Can I hire someone outside of this organization to advise on best practices for engaging? With new communities in the most responsive and effective way?
If someone were to look closely at the brand, in addition to being proactive. Would they find consistency across the brand values and behind the scenes, not just the positive message?