124 INCLUSIVITY A vital step is to formulate products that
cater for the increasingly diverse population, but how can they achieve this? When developing products, utilising ingredients that have been tested on multiple demographics is critical. Brands must test both ingredients and formulations by employing testing panel(s) that have equal and fair representation in terms of age, gender, and ethnicity. However, inclusivity is not a tick-box
exercise. To be successful in this space and to be perceived by consumers as a genuinely inclusive business, brands will need to incorporate inclusivity authentically. If executed well, inclusivity presents an opportunity for brands to attract consumers who feel their needs are unmet by the beauty industry, and therefore also achieve higher growth. Fundamentally, brands need to be aware that inclusivity is now not optional. To be able to thrive in the future, they must work alongside the consumer to make beauty more inclusive.
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