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  • How are beauty brands embracing diversity?
  • How are beauty brands embracing diversity?
    Being (2017) ©
CASE STUDY

Being: inclusive body care for Gen Z beauty junkies

With half of Gen Zers wanting to see ‘someone like themselves’ in branded messaging, and 77% preferring ads that show real people in real situations, this diverse cohort is driving major change in the beauty world. How is body care brand Being appealing to this desire for inclusivity?

Location North America / Northern Europe

Scope
Within the beauty industry, long-limbed, doe-eyed white models remain ubiquitous. But in the body care segment, brands are beginning to respond to Gen Z’s desire for diversity. At a time when women are facing more pressure than ever to look good, Being has taken on the mission to uplift and empower young people.

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Canvas8

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