In this post on the Comms Women platform, Mary Brown, a student at the University of Alabama, College of Communication and Information Sciences, analyses an article by Nizzah Nadhirahastri on inclusive marketing in the Indonesian beauty industry.
The beauty industry has always been created by small, unrealistic standards that do not accurately reflect the diversity of its customers. This problem is most noticeable in Indonesia, a nation with an international population. Many customers feel excluded since Indonesian beauty marketing has historically promoted a single look and frequently promoted Eurocentric or lighter-skinned standards. However, there is growing pressure on businesses to incorporate diversity into their marketing strategies as consumer expectations grow.
A recent study titled Transformation of Beauty Industry: How Inclusive Marketing Communication Escalates Customer’s Expectation Towards Indonesian Beauty Brands by Nizzah Nadhirahastri explores this shift. This research explores how consumer expectations and opinions of a brand are influenced by multi-ethnic marketing communication. It shows how important inclusion is in determining brand success and customer loyalty through the study of 307 Indonesian customers. This study is conducted as primary research to analyze the relationship between influencing factors in affecting the increase of customer’s expectation towards Indonesian beauty brands and assess the impact of inclusive marketing in increasing customers expectation towards Indonesian beauty brands.
Marketing Effectiveness and Brand Loyalty
Another key insight from the study is that self-congruity is defined as the similarity between a consumer’s self-concept and a brand’s personality that consumers feel or experience when they build a consumer-brand connection. Self-congruity is one of the most extensively utilized ideas in the study of behavior in brand-building. When consumers see their cultural background reflected in a brand, they form a stronger emotional attachment. This sense of connection boosts brand loyalty, making it more likely that consumers will continue to support and advocate for the brand. Additionally, the study shows that visual representation is not the sole aspect of inclusive marketing. Customers also believe that brands will act through inclusion in what they do. It is no longer sufficient for companies to just use different models in their ads; they must now show diversity through their language and more.
The Shift Towards Inclusivity
The research shows that Indonesian consumers, especially younger ones, want beauty brands to embrace diversity beyond traditional standards. Featuring models from different ethnic backgrounds and cultural elements in ads helps consumers see themselves in the brand, creating a sense of inclusion. This connection makes people feel valued, strengthens brand loyalty, and encourages the industry to adopt more inclusive practices.
The Impact on Customer Expectations
The relationship between marketing effectiveness and customer’s expectation indicates that customer’s expectation is the most affected by marketing effectiveness since it shows a direct effect in the relationship. One of the study’s most important findings is that inclusive marketing directly influences customer expectations. As more brands use diverse marketing, consumers start expecting all beauty brands to do the same. When brands make consumers feel included, they strengthen their market position and set higher standards for the industry. This pushes other brands to embrace inclusivity or risk falling behind.
Global Impact on the Beauty Industry
Although this study focuses on Indonesia, its message applies globally—beauty consumers everywhere want more representation. Brands like Fenty Beauty and Rare Beauty have proven that inclusivity isn’t just ethical; it’s a smart business move. To stay competitive, brands must make diversity a key part of their marketing, creating a sense of belonging that strengthens customer loyalty and shapes the industry’s future.
Full Article Reference: Nadhirahastri, N. (2022). Transformation of Beauty Industry: How Inclusive Marketing-Communication Escalate Customer’s Expectation Towards Indonesian Beauty Brands. ASIAN SCHOLARS NETWORK. Retrieved from https://myjms.mohe.gov.my/index.php/ajrbm/article/view/19970/10655