How to Build Your Brand in a Multicultural Market

Mainstream culture is changing and so are the people who define it. Culture is always shifting, but this time the change is being driven by something beyond a generic generational shift. Younger groups who were once defined as “minorities” are now the majority - multiculturalism is the market. 

“In 2019, for the first time, more than half of the nation’s population under age 16 identified as a racial or ethnic minority. “

(US, source: Brookings.edu)

Beyond racial and generational groupings, there are a myriad of socio-cultural subsets that have been created through a confluence of factors including emigration, tourism, inter-racial relationships, growing purchasing power and adaptation to local environments. 

This shift makes the idea of a universal product meeting a universal need outdated and flawed. The companies that have marketed this way historically have found that this one size fits all approach just doesn’t work. It ignores the majority of cultural differences, aspirations and preferences among this new generation In terms of the beauty and wellness world, multiculturalism is our market. We need to recognise and incorporate this new reality into all elements of building and scaling a brand.

“The Global Muslim population is expected to reach 2.6 billion, or 30% of the total world population, by 2050.”

(source: Grand View Research, 2018) 

Traditionally, the beauty industry has been constructed on western ideals and standards. As western beauty expanded, it suppressed local identities and pushed white values and beauty ideals on throughout the world.

As recently as ten to fifteen years ago, the big companies continued to drive this suppression through their monolith brands and massive marketing budgets greatly assisted by the lack of alternative digital channels. Thankfully, this paradigm has rapidly shifted, driven by consumers who are looking for real stories and products they can identify with and that reflect their multi- faceted backgrounds. 

Customers are now being grouped more on the basis of psychographics, or on lifestyle preferences such as green, clean, organic, spiritual, yoga loving etc… Knowing that no single product will adequately serve all of these groups, these psychographic distinctions have now become the core focus for many brands.

The key to success in the beauty market is being able to communicate to the multicultural majority. The power of an authentic narrative is reshaping the industry and brands have to think about how to reach multicultural audiences in order to stay relevant. Where mega brands have failed to authentically create this voice they began to acquire smaller brands who already have or who can.

How Do You Build Multicultural Marketing Strategies?

The multicultural majority has challenged the beauty industry to create new product categories but to also market these new products appropriately. Niche brands are able to quickly respond to this market demand however, the larger beauty companies have been slower to meet its needs. 

Expanding Overseas

If you are thinking about expanding overseas then the first thing to consider is thinking global, but acting local. Localising your assets to be culturally appropriate is key. Concerns will always be as multifaceted as the backgrounds and cultures of your potential customers. If you’re entering markets like Indonesia where halal certification is mandatory, it doesn’t mean that certification is your key marketing driver. Your halal certification is just one of the pieces and part of the bigger picture in creating a suitable local narrative about your product. To complete the picture you should be thinking about your assets and the models you use, which marketing channels fit local audiences and whether the story you are portraying will resonate with the local consumer. 

Authenticity + Appreciation 

A successful brand creates a sense of belonging for their customer. It is critical for the consumer to feel seen and heard and it’s impossible for a brand to offer this without authenticity throughout all aspects of the brand from production to marketing. Brands are more successful in reaching consumers when they deliver on their values and contribute to society in an organic, genuine way. An easy way to start appreciating different cultures is as simple as acknowledging special days beyond the western holidays and life events. Include days such as Eid, Diwali, Chinese New year as appropriate when marketing for any brand to be inclusive of these different cultures. 

Two Way Street

Communication between the consumer and the brand should be a two-way process; by taking a stand on current socio-political issues, brands can highlight the issues importance and encourage real change. They should, however, listen to what their audience has to say and adjust accordingly to make their brand activism valuable. On a micro level, any partnerships you undertake with influencers, product placements etc… must align and be representative of your global positions. Everything is online and globally accessible making it vital to choose genuine partnerships. 

Collaboration 

To amplify key brand and campaign messages and become success stories, brands need to choose the right voices to collaborate with. With respect to Gen Z, it is the generation most in touch with their cultural roots. Brands often fail to market authentically to this group because they fail to consider Gen Z’s unique cultures, values, communication styles and habits. Beyond just knowing your consumer, marketing to them based on their actual location is a difficult but worthwhile endeavor.   

For example, Rihanna's brand, Fenty, has authentic inclusive marketing at its heart. This inclusivity is backed by a 50 strong shade foundation range. Fenty made it so everyone felt included under one brand, often for the first time. This so-called ‘Fenty Effect’ challenges the status quo and is critical to Fenty’s success. 

This leaves us with the question -  is it every brand's purpose to be applicable for everyone? Is this even possible physically or financially? Does that mean you  have to cater to everyone?  

Essentially the answer is yes, and especially if you are a large brand with mass market offerings and not a niche solution product. For example, mass market brands should have specific options for everyone, so a hair product should be able to offer a solution for thick hair, afro hair, fine hair etc. The range you offer needs to be reflective of your actual consumer base and that will vary from market to market.

However, if you’re a niche solution driven product for acne, you should consider if your range is really for acne across all skin tones? If yes, ensure you are marketing and communicating your product to your wider audience.  In the case of a smaller color cosmetics brand, there is a responsibility to be representative of your home market (at the very least!). 

Diversity and inclusivity is woven into our collective consciousness.

Another critical point to consider is the education and experience of the people behind the creation of the actual beauty products such as dermatologists to formulators. Do they understand your consumer base? Do have they experience with the specific concerns of your potential consumers?  Being authentic begins at the genesis of the product.

Conclusion

It is essential that all brands understand the diversity of their audience going forward and adapt. The fact is the “minority-majority shift” is here and will continue. If you’re going to scale successfully you will need to understand and reflect your multifaceted consumer. Brands need to spend less time telling us what to use and limiting our choices and be more open to exploring the rich diversity and all the options we have.

Multiculturalism is the market.