These days, the issue of representation is very important to consumers. Over 50% of members of generations Z and Y say they are ready to boycott a brand if it doesn’t make the effort to include as many people as possible in its offering. At a time when inclusiveness is becoming a crucial criterion of choice for the general public, SeeMee, in partnership with foresight firm Circana, has produced an index of the most inclusive cosmetics brands of the moment.
To produce this ranking, SeeMee looked at the marketing of 100 cosmetics brands sold in the United States.
Several elements were analyzed, such as content posted on networks and advertising campaigns carried out. “We evaluated each brand’s product range. We analyzed shades, terminology and website features,” adds SeeMee. “We also looked at the missions and commitments undertaken by each company.”
The analysis of all this data enabled SeeMee to assign an “inclusivity” score to each of the brands. The index distinguishes several categories.
Certified Exclusive (score over 200)
Brands in this segment are at the forefront of inclusion. They excel in advertising, products and objectives, and demonstrate holistic inclusion efforts. Their initiatives are often rooted in the DNA of the brand itself.
Acts Inclusive (score between 150 and 199)
These brands are actively working towards inclusion and have made significant progress.
Feels Inclusive (score between 110 and 149)
These brands are taking significant steps towards diversity. They are at an early stage in their approach, but are making efforts that are having an impact.
Thinks Inclusive
Brands in this category are likely to be working towards inclusion.
However, efforts have not yet materialized, and there …
