Is your beauty business aware of the skin tone debate and thestatistical data that might make you change your mind when considering how to generate extra revenue for your business? If you’re not, then you are not alone as only a small amount of beauty business owners as well as product providers realise that women of colour are the largest spenders on beauty products. Recently recorded statistics show that ‘black women invest over £4.8billion on products and services each year worldwide and spend twice as much as other consumers on skincare’. The IPA’s research also found that black British women spend a massive six times more on hair products than their white counterparts. With thatstatical data why has the industry failed to adapt?
So why should you invest your salon future in to providing for darker skin tones?
No matter what we think the pale skin tone is still considered the norm, with women of colour continually struggling to find salons that can fulfil their needs. Does your business cater for darker skin tones, are you aware of a salon in your local community that does? The majority of salon owners will agree that there is a gap in the market, so why are you not exploiting this niche? The most recent census reveals that Britain’s mixed race population grew from 9% in 1999 to 14% 2001 – now standing at eight million people.
‘The Institute of Practitioners in Advertising (IPA) predicts that by 2051 all of England and Wales will be as diverse as London is currently.’
Currently there is a real slow progression in developing beauty products for darker skin tones but there are still products out there which are highly successful. By stocking products from firms such as Urban Decay and targeting women of colour through social media channels you have the real opportunity to develop a community feel to your salon whilst also educating people about the importance of diversity. So why not embrace diversity, stock alternative products and support change in the beauty industry? Not only will your business benefit but it will also help to push change in the industry and make pale skin as being the norm a thing of the past. No matter what your skin colour, everyone has the right to feel beautiful, so embrace change and invest in all skin tones.