Diversity Equity and Inclusivity in Cosmetic Sector: Design and Competitive Strategies

The cosmetics industry is constantly influenced by the rise of new trends and the evolution of consumer needs, reflecting contemporary society through the values and messages conveyed from product concepts to advertising campaigns. Nowadays, beauty companies should promote diversity and inclusion, reflecting different ethnicities, body types, ages, and gender identities, with a more ethical and socially responsible approach. Consumers themselves are increasingly attentive and informed about what they choose to buy, as a representation and manifestation of their identity and personality. The paper illustrates some of the most representative campaigns that have changed product formulation, way to use and communication within the cosmetics sector, becoming symbols of messages and values in line with contemporary society. The last part describes the cases of representative brands, established in the last five years, that use a more inclusive and personalized approach, aimed at representing self-expression and minorities, enhancing differences, and being accessible. These brands are redefining the type of narrative and communication through the use of new languages and expressive codes.