The initiative behind inclusivity shouldn’t be to garner press, likes and shares.
After seeing high end and drugstore makeup brands commodify diversity, it’s become clear that there’s an alternative motive for going inclusive other than (finally) catering to all (sometimes, mostly still a selection) of women.
Of course when brands with inclusivity at their core, such as Fenty launched with the highest amount of foundation shades we’d seen, everyone cheered. But this shouldn’t have given brands the message inclusive changes are made for press and social media coverage. The purpose of being inclusive, it seems, is drifting further from the real reason it is so crucial in beauty.
An example of this is when influencer videos, press releases, Instagram posts and other communications are released with the essential narrative: “All women are beautiful, so we’re extending our shade range”. This shift to be inclusive completely eradicates the actual reason why inclusivity in beauty did not exist prior to the past couple of years. Hence without the honest narrative of inclusivity, how can brands claim it? When will a brand that has built it’s sense of exclusivity off the back of the white beauty ideal admit that there’s a political underpinning to the decisions they’re making today? When will a brand release a diverse shade range without wanting a pat on the back; simply just release it without a campaign, just as though it’s standard practice because that is what it should be?
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