If UK brands thought they were in for an easy ride, they are sorely mistaken. Facts and figures for marketers aren’t even needed at this point because social media is noticeably being taken over by Black Lives Matter (BLM). For years this movement has been going on and the level of recognition was simply mere, people did not feel accountable even up to last year. It was the mentality of ‘if it’s not happening to me, then I’m not affected,’ which has stopped any progress, the usual British obliviousness which ceases to exist. The only waves that were happening were from Black people but to make any positive historical stance, white and non-black people needed to come together in solidarity.
Fast forward to 2020; BLM, COVID-19, Tiger King, Megxit and the list goes on. It feels like half of us we’ve been living on the internet and the other, on the front lines saving lives as well as key workers. This year has been unimaginable to say the least, who would have expected it, the feelings, the togetherness and the change within us which is yet to come.
The Present
Which brings me back to BLM in the present day. This time it’s different. Instagram has now a plethora of resources, guides on how to be an ally, Black owned brands and personal stories from all over the world. It has been a volcano awaiting to erupt, bubbling thoughts, brutally honest opinions which have not been so public as of now. This is not old news, people and brands have failed to take Black Live Matter on board; all of the thoughts you’re seeing and hearing, they have always been there in Black people’s minds.
Everything needed to happen the way it is now for change to make way otherwise not specifically mentioning ‘white people’ or ‘POC’ would have resulted in any posts, hashtags, videos going in one ear and out the other.
Asked Actions for 2020 and Beyond
If you work for a beauty brand, all of the social media you’re consuming from your own personal feed, they are your customers. The difference between last year and this year is that collectively there are specific asks involved;
- @pullupforchange campaign- leaded by Sharon Chutter also founder of Uoma Beauty. This campaign asked brands within 72hrs to release the number of black people in their organisations at corporate level. This is the result of many brands posting the blackout Tuesday square but no prior action aka performative marketing.
- To start researching about Black history, police brutality, ally ship, systemic racism, white privilege and how to be anti-racist. These aren’t an exhaustive list but a base for white people to get started on. Without understanding this and how George Floyd’s death - as well as the countless unlawfully killed men & women who have had injustice- had sparked 2020’s BLM movement, you won’t be able to move forward in at least trying to put yourself in a Black person’s shoe.
- Being actively anti-racist. In everyday life, the responsibility comes in educating and eliminating racism to the people around you. This is a combined effort and you are being made accountable to influencing.
- Using more black influencers, makeup artists, journalists, hair stylists etc in a natural way. You’re probably more inclined to use white people for your beauty shoots, work with white PR person’s, writers? But now you’re going to be watched through a clear lens which pulls you up on these behind the scenes aspects too. The world we live in is defaulted as white (research white privilege) and to alter/ unlearn behaviour, which is naturally choosing a Caucasian person for beauty jobs, it will take consistent actions through planning stages of marketing/PR.
Changes You Can Make in Beauty
From working in the beauty industry for years and being a person of colour, knowing about diversity and inclusion comes naturally. Your whole life is backed by culture, from the family around you, your friendship circle to the elaborate religious weddings. Seeing things from a different perspective is our talent because we’ve grown up in two ways; the white way world from school/ social and then home, derived from our parent’s upbringing.
The point I am trying to make is, Black people calling out your beauty brand shouldn’t be a shock. They have always noticed the adversity in diversity and well, you have to be open to the criticism. The point-blank PR stunts, the one black girl used last minute to make a ‘diverse mix’ in a foundation campaign or using a mixed race curly haired girl just to show some ethnicity. There are many instances and the obviousness of someone being white running the show when all of these antics are going is laughable to a huge community.
If you’re still needing help on how your brand can climb out of this PR hell hole, do your research, a subject like this deserves all the extra attention.
Just some top line ideas for marketers, buyers, product developers — by no means an exhaustive list or a quick win. Each point requires more thought;
- Using cultural terminology — if you are promoting a black hair tutorial or a Diwali look, have copy tailored to form more of a connection. e.g. for a 4C curl use this product or for the latter Shush Deepavali meaning Happy Diwali
- Diverse hiring on all levels especially Senior — this equals different perspective thinking and would make real difference that makes a lasting impact to younger ethnic employees.
- Not stopping at foundation shade ranges — making sure different categories of cosmetics can be suited to different skin tones. Look into skincare too.
- Reposting different ethnicities regularly on your feed and not gearing towards a white person.
- Buying in products from Black / POC owned brands.
- PR event list including ethnic persons (pstt..even if it’s a tan brand)
- Diversity in adverts — now this is a difficult one as there’s a lot of factors but know that Mixed Race and Black are amazing individuals but within their own rights.
- Not being afraid to ask Black/POC questions — we are going to have a varying viewpoint because of experiences encountered with race.
The beauty community will definitely feel a strong way because we’ve noticed the lack of Black for years and for those of us in corporate offices, turning a blind eye to a deeper routed issue is unfathomable. How could have this gone on so long?
All the frustration has mounted up and we all as individuals have to be accountable for it. There aren’t any excuses anymore, the odd thing is in terms of business, customers are telling brands to look to bringing in change more so internally. This signals a shift in behaviour which will mean long- term action is favourable and your brand will depend on it.
