EC

Memo Comment by Davidson, Michelle Marie: Fantastic progress! You have gathred a lot of knowledge and are synthesizing well and presenting it in the framework of the internal report form. You are also citing accurately and responsibly. One thing you should focus on as you progress through this draft is ARGUMENT. Arguing that your company should make a change and showing the readers/decision makers how this change will benefit them.

To: Michelle Davidson

From: Ashley Russell

Subject: Introducing diverse products to improve our workplace

Date: October 30, 2022

Identifying the Issue:

It has come to my attention that Beauty Boutique’s products do not accurately represent the individuals within our workplace, as well as the society as a whole. Beauty Boutique prides itself for having this inclusive workplace where our employees feel seen, heard, and safe, but our products do not reflect that same type of impression. It would be the best interest of Beauty Boutique to start introducing diverse products that represent a wide variety of skin tones.

Understanding Diversity:

According to Johnson (2020), the beauty industry can only be complete when diversity is implemented. Diversity and inclusion within the products a business sells builds a community for consumers by accomplishing inclusion. This community allows the consumer to feel accepted and acknowledged within society. Introducing diverse products inside of a business grants all employees and customers the capability to recognize race and culture as a part of our community.

Diversity is Increasing:

Frey (2022) claims that the nation is starting to become more diverse, and it is show more prominently in the younger generations. Frey (2022) states, “Given the greater projected growth of all nonwhite racial minority groups compared to whites – along with their younger age structure – the racial diversity of the nation that was already forecasted to flow upward from the younger to the older age groups looks to be accelerating”.

Because the younger generations have increased the diversity in society, there needs to be an increase in the way that we recognize and stand by the diversity that is included in our population. This type of recognition can be found in businesses that possess diverse products. Allowing for this type of recognition will allow society, as well as the diverse population to become successful.

Where did Beauty Products Start:

According to Matthias (2022), beauty products can be traced back to ancient Egypt, indicating a hint towards luxury in the eyes of God. Pieces of art and sculptures portray Egyptians with the signature wing eyeliner, that correctly represents that makeup they wore. The skin tone of these Egyptians was lightened by the use of powders. Different colors of eyeshadow had a significant connection to different Egyptian Gods and Goddesses.

In agreement with Matthias, the Smithsonian (2010) details the history of the start of beauty products. The article states that during the 1800s, it started to become socially unacceptable to wear face paint, and it was not until the early 1900s when makeup and beauty products. During the early time of makeup, women began to wear products that made them look like the famous Hollywood stars. These makeup looks were directed towards a more dramatic eye and lip. Over time, products were introduced that allowed women to appear to have a healthy tan. This product gave women the option to look tan while knowing they could easily remove the product at the end of the day. These products were usually sold by small women businesses, but in order for these products to grow, they had to be run by bigger corporations ran by men.

It was not until the late 1960s early 1970s when cosmetic companies started to introduce diverse colors in the industry, but that fraction of the diverse products were significantly smaller.

Some of the First Diverse Beauty Product:

According to Burnett (2022), Eunice Johnson created a line of diverse makeup. Eunice started this brand of makeup after she noticed that some of the models that entered her fashion shows would have to mix pigments to create a shade that would match their skin tones. In the beginning, she introduced this idea to bigger makeup companies, including Revlon, and they turn her down. Her Fashion Fair Cosmetics brand was the biggest Black-owner makeup brand of its time, earning over 50 million sales.

In 1994, Iman Cosmetics was created after supermodel, Iman, had to bring her own makeup to her sets. In an attempt to find products that would match his wife’s skin tone, Niko Mouyiaris created his own makeup brand, Black Opal Beauty, in the same year as Iman.

Statistics of Beauty Consumers:

According to Critchell (2007), black women were surveyed to be the least likely to wear makeup. One can come to the conclusion that the statistic could be true due t the lack of representation and diverse products back in the early 2000s. Because these women did not have access to products that would seamlessly match their skin tone.

Diverse Minds Produce Diverse Ideas:

Maryville University (2022) claims that businesses that possess a variety of races will often become more successful because of the inclusive work environment. By creating this inclusive community of employees, they are able to develop diverse ideas that will appeal to the majority of society.

In agreement to Maryville University, Johnson (2020) believes that the most important aspect of a company is to have a diverse community that reflects the diversity of their clientele. The importance of the diverse employees is not to meet some quote, but instead to provide diverse knowledge that can further develop the company’s products for customers of all races.

The majority of beauty products are targeted to white women, excluding other races. Women of darker colors have a difficult time trying to find products that match the pigment of their skin, as well as find a product of good quality. When a business introduces a diverse community, they will acquire better ideas to combat these current issues.

Benefits of Creating Diversity in Products:

According to Hunt, Layton, and Prince (2015), introducing diverse employees and products into a business will allow for an increase in profits, cliental, and relationships. It is said that businesses are over 30 percent more likely to have financial returns higher than their medians, if these businesses own diverse products for all of their customers to enjoy. Superior financial performance can be associated back to diversity in the workplace and products of the workplace.

Similarly, Creating Results (2020) states that customers will more likely go back to a company that offers diversity withing their products. If a customer was accurately represented, they would go back to a business and constantly purchase and use their products. A survey was conducted that concluded with around 120 million Americans, including Black, Latino, and Asian Americans, felt negatively about the lack of representation some businesses and their products have. Creating results (2020) states, “60 percent of American consumers consider diversity in advertising to be important and 40 percent have turned away from brands they felt were not inclusive in their advertising”. Therefore, introducing diverse products would increase the relationship a business has with their consumers, and in return they would have a loyal customer.

Creating Results (2020) also believes that although increased profits, expanded clientele, and the building of loyal customers are benefits, they are not the most crucial. The most important thing about a representation of diverse products is the understanding and acknowledgement that these products are needed within society.

Maryville University (2020) agrees with these points. Diverse products allow a business to stay at the higher end of competition. They also believe that in order for a new company or business to enter the market, they have to have diversity and inclusion if they want to become successful. If an established business introduces these type of products, they will be advertising to a new audience, which will cause new customers and eventually increased profits.

Introducing diverse products and creating a space where people feel included will increase the profits of a business, as well as new and stronger relationships with their customers.

Product Diversity Examples:

According to Allen, the later 2010s and early 2020s beauty industry has grown to be a diverse and inclusive place. Most brands include genderless beauty items with a wide variety of diverse shades. Fenty Beauty, created by signer and performer, Rhianna, has been titled the makeup brand that kickstarted diversity within the cosmetic industry.

Fenty Beauty:

According to Sharma, Fenty Beauty launched in 2017 and quickly became the blueprint of what the beauty industry should represent. Fenty Beauty made its way to Time Magazine’s 25 Best Inventions after it introduced its wide range of 40 shades. Eventually, 10 shades were extended to the collection, including shades representing the skin ton for albinism.

In agreeance with Sharma, Fetto (2020) describes his experience with Fenty Beauty and the positives that have occurred in the beauty industry since the launch of this brand. Fenty generated over 100 million in the first month of sales, proving its rank on Time Magazine’s Inventions list. Fenty did not fall behind with their wide range of colors, as well as the formulation of the product itself. Women of all races were finally given a product that accurately represents them and their skin tones while still giving them the best quality. It could be proven that women of color enjoyed this product before the numbers were known because all of the darker shades had sold out first.

Fenty Beauty allowed women of all races enjoy the magic of finding the perfect color to match your skin and feel confident while wearing it. It was no surprise that Fenty became the new blueprint for the beauty industry. Beauty Boutique should follow in the footsteps of Fenty Beauty and all the other makeup companies that want to thrive after introducing diverse products.

Lancome:

According to Sharma (2021), Lamcome launched a new line of products after Fenty Beauty. The line was called “My Shade, My Power” and it featured 40 women with a variety of diverse skin tones. The foundations gave anyone the option to find their correct skin tone by customization. The line was later expanded by 10 shades of undertones.

MAC:

Sharma (2021) states that the brand MAC has been inclusive since the beginning of its time. In 1984, they created the Studio Fix Fluid Foundation that contains over 60 shades. This foundation their customers all time favorite. A foundation finder was introduced to their website that allows their consumers to choose a foundation out of 100 that best matches their complexion.

Comparing Beauty Aid Campaigns from the Past to Now:

According to Branham (2016), diverse models showcasing diverse products did not show up in beauty ads until the 1970s. Every advertisement shown before that time was only showcasing white women wearing lighter products.

Plan of Action:

Taking all of this information into consideration, I believe it would be the best interest of Beauty Boutique to increase the availability of diverse products withing the business. There are a wide variety of make products that we produce that could be expanded to represent all race colors.

What Products should be Altered/ Introduced:

· “Barely There” Foundation

· “Flawless Finish” Powder

· “Perfect Shape” Contour Pallet

· Undergarments

Steps to Introduce Diverse Products:

1. Research formulation process and color swatches

2. Choose a process that will produce a variety of shades while ensuring the application and formulation is the same across all shades

3. Have people of all races and skin types use these products

4. Perfect any flaws

5. Produce a large quantity

6. Display products along with the others

Conclusion:

With all being said, I believe that it is important for Beauty Boutique to introduce our own line of product shade that accurately represent the wonderful employees and the beautiful customers to purchase and use our products. By introducing these inclusive items, we could be expanding our clientele to customers that could form lasting relationships with our company, as well as increased support. Our profits and revenue would increase with the inflow of new customers. All in all, presenting new and improved beauty items that include diverse shade would only benefit our business. Beauty Boutique should follow in the footsteps of Fenty Beauty and all the other makeup companies that want to thrive after introducing diverse products.

References:

Boyce , S. (n.d.). History of makeup in Egypt. LoveToKnow. Retrieved October 30, 2022, from https://womens-fashion.lovetoknow.com/makeup/history-of-makeup-in-egypt

Allen, M. (2022, March 31). Beyond fenty: 8 Beauty Brands that stand for Inclusivity. Byrdie. Retrieved October 30, 2022, from https://www.byrdie.com/inclusive-beauty-brands

Branham, C. (2016, June 9). Makeup ads. My History Fix. Retrieved October 31, 2022, from http://myhistoryfix.com/advertising/makeup-ads-20th-century/

Burnett, Q. (2022, June 3). The history and Triumph of Black-owned makeup brands. Byrdie. Retrieved October 30, 2022, from https://www.byrdie.com/black-owned-makeup-brands-history-5078365#:~:text=1973%3A%20Eunice%20Johnson%2C%20businesswoman%20and,own%20pigments%20to%20create%20shades.

Courtney, M. (2022, May 11). Why diversity in the beauty industry is so important. The Photo Studio. Retrieved October 30, 2022, from https://thephotostudio.com.au/all/inspiration/why-diversity-beauty-industry-important/

Critchell, S. (2007, February 4). Most women use makeup but ethnicity matters. The Oklahoman. Retrieved October 30, 2022, from https://www.oklahoman.com/story/lifestyle/2007/02/04/most-women-use-makeup-but-ethnicity-matters/61818175007/

Fetto, F. (2020, April 6). How Fenty Beauty changed the state of play in the industry. British Vogue. Retrieved October 30, 2022, from https://www.vogue.co.uk/beauty/article/rihanna-fenty-beauty-diversity

Frey, W. H. (2022, March 9). The nation is diversifying even faster than predicted, according to new census data. Brookings. Retrieved October 30, 2022, from https://www.brookings.edu/research/new-census-data-shows-the-nation-is-diversifying-even-faster-than-predicted/

Grace, C. L. F. (2021, October 15). The color of personal care: Diversity in health and beauty aisles. Winsight Grocery Business. Retrieved October 30, 2022, from https://www.winsightgrocerybusiness.com/nonfood/color-personal-care-diversity-health-beauty-aisles

Guide to inclusion and diversity in modern advertising. Maryville Online. (n.d.). Retrieved October 30, 2022, from https://online.maryville.edu/online-bachelors-degrees/marketing/guide-to-diversity-and-inclusion-in-modern-advertising/

Hunt, D. V., Layton, D., & Prince, S. (2021, March 12). Why diversity matters. McKinsey & Company. Retrieved October 30, 2022, from https://www.mckinsey.com/capabilities/people-and-organizational-performance/our-insights/why-diversity-matters

The importance of diversity in advertising. Creating Results. (2020, July 9). Retrieved October 30, 2022, from https://creatingresults.com/blog/2020/07/09/diversity-advertising/

Make-up. Smithsonian Institution. (n.d.). Retrieved October 30, 2022, from https://www.si.edu/spotlight/health-hygiene-and-beauty/make-up

Matthias, M. (n.d.). Why did we start wearing makeup? Encyclopædia Britannica. Retrieved October 30, 2022, from https://www.britannica.com/story/why-did-we-start-wearing-makeup#:~:text=To%20understand%20the%20origin%20of,as%20early%20as%204000%20BCE.

Sharma, A., & Editorial. (2021, September 25). Fenty Beauty and 10 other inclusive beauty brands in the world. Prestige Online - Thailand. Retrieved October 30, 2022, from https://www.prestigeonline.com/th/beauty-wellness/beauty/fenty-beauty-and-other-inclusive-beauty-brands/