BEAUTY WITH PURPOSE – A BREATH OF FRESH AIR IN TURBULENT TIMES

As the world polarizes and right-wingish parties win traction across Europe promoting a very “traditional” view of what is right in terms of “gender” and “family structures".

In contrast, the Beauty industry goes in the opposite direction bringing a progressive point of view. Freedom and tolerance for beauty are claimed, consistently. Thank Good.

Some examples below

1. Coty

Respect. Probably the most impressive statement of purpose. It is not only beautiful, touching and meaningful but it is impersonated by the revolutionary CEO Sue Nabi viva-voce, herself narrating the vision of the company.

It does not get more “I mean it” than the CEO acting the company′s purpose herself.

“What is beautiful?

…. It has continuously been defined and redefined. But the very act of defining has led to exclusion and alienation. That needs to change.?

At Coty, we believe that today, no one can control or dictate what is or is not beautiful.”

2. DOUGLAS

Just as the news of Tina Müller ′s departure from her current role as CEO (after having done an amazing turnaround at all levels) is a great example of bringing purpose “beautifully” into the equation.

Douglas had launched 2018 a crazy-beautiful campaign by Peter Lindberg. I was a big fan.. that is until the #letsdobeautiful launched. The new campaign is brilliant, engaging and authentic. Love it. Looking back from this new perspective, the previous campaigns feel from a totally different time.

See the before and after

2018 (BEFORE)

"Star photographer Peter Lindbergh has shot black and white photos capturing the natural beauty of top models. Here too, the focus is on individual beauty and authenticity. " said Tina Müller

2021 (NOW)

#letsdobeautiful campaign

With our new campaign LET'S DO BEAUTIFUL, we show that beauty is not only visible on the outside, but in everything that belongs to the human being. Lived diversity leads to different, interesting perspectives and an open culture.
Tina Muller CEO, Douglas         

3. SEPHORA

Another recent change of perspective. Sephora′s latest campaign, launched in February 2020, “The Unlimited Power of Beauty”, is a new and all-encompassing view of beauty that creates room for self-expression, showing the variety of authentic and powerful beauties that make up today’s world.

?In comparing this campaign with the previous one.. we find again a huge shift in how Sephora views beauty in the world now.

?2018 (BEFORE )

Sephora's VP for Marketing, Deborah Yeh , declared at the time that Sephora’s approach to beauty “is diverse and has many voices and faces. We believe it’s for our clients to define and for us to celebrate.”If Sephora were a person, he or she would be playful, confident and bold.

?2020 (NOW)

The unlimited power of beauty

the brand explores how the concept of beauty is changing in today's society. This represents a new positioning for the company, which makes its commitment to diversity and inclusion clear.

Thus, Sephora is presented as a brand for those who want to break with the established, for those people who want to express themselves with their body in their own way. And they do it with this spot whose protagonist tells how her relationship with beauty has been throughout her life, from when she was little to adulthood.
        

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And Sephora is propelling new brands that fit like a glove into the new platform:

In September 2020, pop star singer – Selena Gomez launched her new brand Rare Beauty exclusively at Sephora.

The brand is all about accepting who you are and loving who you are, it’s okay not to look like everyone else, you are perfect on your own and you’re rare.

And WHAT IS HAPPENING WITH FRAGRANCES?

A) Are fragrances embracing a message of diversity and empowerment? All of them??Should they?

B) Or is the archetype of ?“good-looking-successful-rich-desirable” still the dominant narrative?

Let′s hear the point of view

of the perfume-lover community.