Diversity and representation in Active Beauty
Inclusivity is at the heart of product innovation
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The beauty industry has historically been criticised for its unrealistic beauty standards, lack of representation and understanding of inclusion.
Our surveys have found that 80% of consumers globally feel that society’s idea of beauty is too rigidly defined, 62% believe there are impossible-to-reach beauty standards in their country and 77% agree brands can still do a lot more to be inclusive.
As a global company, Givaudan is proud to operate in a myriad of different societies and cultures around the world. Diversity and inclusivity is key to enable us to navigate our complex operating environment, better understand consumer needs and preference, and better serve our customers.
We aim to create products that resonate with a wide range of consumers, from global luxury markets to everyday essentials. Givaudan Active Beauty has been putting inclusion at the heart of product innovation and market expression for several years.
Defining inclusivity
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Defining inclusivity
We started by trying to better understand how people around the world think about inclusivity and to pinpoint where people feel represented or underrepresented in beauty. In doing so, we turned to sources such as social videos, focus groups and an online survey to address critical questions. These included defining inclusivity by region and exploring how the industry can act on it.
Now, we are ready to put our learning into action with several technologies and programmes based on the three pillars of hyper-personalisation, cultural heroes, and lifestyles and stages.
Niche is the new normal
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Niche is the new normal
Hyper-personalisation encompasses considerations such as inclusive clinical testing and AI-driven personal solutions. Within the context of these considerations, we know that niche is the new normal and that giving customers the opportunity to custom order formulations is key.
Relevant products include inclusive skin brighteners such as Illuminyl™ 388, a new skin illuminating prebiotic that was tested on diverse skin tones in multiple countries and addresses universal concerns around pigmentation, uneven skin tone and dullness.
The notion of ‘cultural heroes’ refers to considerations such as using traditional botanicals and indigenous ingredients. It encompasses integrating the idea of rituals and shared practices and openness to various lifestyles, all while incorporating notions for sourcing for good and community support. It recognises the need for certifications such as ‘vegan,’ ‘kosher’, ‘halal’, showing that products meet certain expectations.
An example of the kind of sourcing being targeted is Mangixyl™, a powerful microbiome-friendly cosmetic ingredient with proven efficacy targeting oily skin/scalp through sebum regulation. Created from responsibly sourced mango leaves originating from a women-led community in Burkina Faso (Africa), it is designed with inclusive beauty and sustainability in mind.
With the terms ‘lifestyles and stages’, we refer to innovations that respect life stages and body cycles.
Relevant products include neurocosmetics that act as mood enhancers, skincare actives that promote wellness, and ingredients that enhance microcirculation. The notion also entails colour cosmetics for all skin tones and forms of self-expression. Here, Gravity™ is a good example of how we address pre- through post-menopause care. The product is an enriched extract of a red macroalgae able to lift and firm the jawline and reduce ‘double chin’.
Redefining beauty
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Redefining beauty
At Givaudan Active Beauty, we are committed to promoting inclusion, diversity and representation in the industry to redefine beauty in a way that is more representative of the diverse and ever-evolving global population. We are committed to working with our partners and stakeholders to drive meaningful progress towards a more inclusive and diverse beauty landscape.