A Wren Says

If you are into makeup, you probably have noticed much larger shade ranges these days. Instead of just four shades of beige and then one chocolate brown, beauty brands are catering to more skin tones. As a darker skinned consumer (well darker in the eyes of major corporations, not the full range on skin tones presented on planet Earth), I will say that it has been a tricky go trying to find foundations. Now it is much easier. Because it is so much easier, I am more willing to buy. When I see myself reflected in the brand, when my skin tone has a shade that matches perfectly, I feel myself affirmed. If I can see myself represented in that brand, I connect with them, and then I am much more likely to buy.

I think often when representation is discussed, it is from the lens of equity, which is great. But representation in advertising makes good business sense as well. When customers can see themselves reflected in your brand, they get the information they need that can help them make that choice to buy from your brand.

I think that a company that is striving to this is Dyson. In the release of their new Airstrait, they tried to represent multiple hair patterns into their messaging. (You can decide whether or not you liked the results.) A potential customer with straight hair was able to see it work. But more importantly, those with tighter, kinkier hair could build trust the product could work for them, when they may often whether hair tools are designed with them in mind.

Whether you choose to use a wider diversity of models in advertising, increase your influencer gifting strategy, or find another more creative way, increasing the representation in your marketing will help you expand your reach and build connection with consumers. It just makes sense to let the market see themselves represented in your brand if you want your product to end up in their carts.