By embracing diversity across your product offering and employees, you’re opening your business up to a wider audience with greater spending power, writes Aisling O’Toole.
Did you know that Australian women spend, on average, $3,600 on beauty products and services each year? This amounts to an industry which in 2022 is estimated to be worth US$6.21bn, and expected to rise by 3.9% for 2023.
The economic power of the beauty sector cannot be disputed, but are beauty businesses tapping into all markets? Not according to the Spectra of Beauty report which was recently commissioned by Allergan Aesthetics.
It states that Australia’s beauty industry still has a way to go before it becomes truly inclusive, from both a consumer and an employee point of view. While progress has been made, such as Google’s development of a replacement for the outdated Fitzpatrick Skin Type, Australian industry experts have told Professional Beauty that more still needs to be done.
More to do
Believing that change needs to happen at a training level for staff, Shanthi Murugan, Head of Campaign and Strategy for Adore Beauty says, “We simply cannot continue to train hairstylists, makeup artists and skincare professionals without including training on how to tailor their services to people of colour.”
Globally, Black consumers outspend their white counterparts by 2% year-over-year, which means that beauty brands not catering to the BIPOC market are going to feel the pinch over the next few years. In addition to this, we know that Gen Z consumers (the fastest growing demographic in Australia) want more than just lip service from the brands they support. This cohort will spend with brands with values that echo their own, are willing to pay a higher price to support female or Black-owned businesses, and in Australia, believe that brands should contribute to a better, more inclusive society.
Results from the Spectra of Beauty survey shows that 31% of women try to “embrace their culture’s beauty standards” while only 11% seek out a beauty professional who can “tailor my look to my cultural background”. This leaves a huge opportunity for beauty businesses who don’t currently offer services specifically tailored to different cultural norms such as natural Black hair, or beauty brands that cater to darker skin tones.
We’ve seen a rise in cosmetic brands catering to all shades of skin with Rihanna’s Fenty Beauty Line and MAC leading the charge. In addition to a surge in products available which cater to natural Black hair, solidarity is offered by the number of Black stars who are no longer processing their hair to conform to white beauty standards.
For beauty business owners, the opportunity is clear. By embracing diversity across your product offering and employees, you’re opening your business up to a wider audience with greater spending power.
For employees, if you want to stay ahead of the curve, we’ve found three companies which are renowned for inclusive hiring policies and ongoing diversity training, and all of which are currently hiring for beauty professionals on the Professional Beauty Job Board.
David Jones, the iconic department store, is using its position as a leading Australian brand to push an agenda of inclusivity and diversity. The company is working in line with guidelines from the Diversity Council of Australia to ensure its offering reflects the diverse makeup of the Australian public – for both employees and customers alike. It has also implemented its first Reconciliation Action Plan as part of an overall D&I strategy which is committed to supporting Indigenous reconciliation. The company is hiring across Australia with roles available at all levels from counter managers to beauty therapists and makeup artists. Explore all opportunities at David Jones.
Country Road Group
In 2021 Country Road Group made it onto Inside Retail’s 20 Coolest Retailers in Australia list, and for those in the industry it is no surprise. However, what the group has been quietly working on is its commitment to diversity and inclusivity, which takes the form of constantly supporting First Nations talent, progressing its Reconciliation Action Plan and a focus on local manufacturers.The group is currently hiring across all roles including visual merchandise and sales assistants, and offers constant upskilling to employees. Check out all available jobs at Country Road Group.
One of the world’s leading beauty businesses, Sephora has put its money where its mouth is in terms of its commitment to diversity. In 2020 Sephora joined the 15 Percent Pledge, committing to increasing Black, Indigenous and People of Color (BIPOC) owned brands in its merchandise and marketing. The brand also established 19 new inclusivity training modules for all employees, focusing on anti-racism, unconscious bias and cultural allyship. Currently, Sephora is hiring for roles across all levels and disciplines for its Australian stores. Browse the full list of vacancies at Sephora.
This article was produced in partnership with Jobbio.
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