Cultural Influences in the Beauty Industry

There are so many factors we look into when researching consumer behavior. Culture has a huge influence on consumption in both obvious and not-so-obvious ways. One clear example would be cultures with prohibited practices, such as alcohol consumption. This would clearly affect a company’s decision in marketing to that segment or region. However, culture also influences perceptions, which can be difficult to pinpoint amongst a target market.

In the beauty industry, products are generally sold to enhance the beauty of an individual. However, based on our cultural backgrounds, we perceive beauty in different ways. This influences the cosmetic products we buy to achieve a certain look.

Beauty Standards Based on Culture

Various cultures have various beauty standards. Growing up in the Western culture, some of the beauty standards that we follow include face symmetry, slim noses, and fair skin. This shows in cosmetic sales when we purchase contour products to achieve symmetry and make the nose appear slimmer. Those hoping to maintain fair skin may look into foundation products with a lighter color.

Although there are general standards among a culture, there can be subgroups with their perceptions that would influence their purchases. For example, while fair skin is a beauty standard in Western culture, some subcultures prefer tan skin. This creates a market for self-tanning products. For a self-tanner company, it would be important for them to distinguish where this submarket is to be able to market to them and generate more revenue.

Cultural Influences Among Genders

Although we are now seeing beauty companies target those who identify as male and non-binary, historically the beauty industry has targeted the female demographic. One thing to note is cultural influences are evolving, especially among the female population.

In the past, this demographic was seen to have a lower income and be less educated compared to the male population. However, according to Bridget Brennan, Founder and CEO of Female Factor, women’s incomes are increasing and women are now exceeding men in higher education. As a result, women are becoming powerful consumers and companies should readopt approaches to remain relevant to any cultural shifts (if not doing so already).