Superdrug: 86% Brits call for more inclusivity from beauty retailers

Superdrug inclusivity campaign
As part of Superdrug’s Own Your Beauty diversity campaign, Shades Of You, 1000 consumers across the UK were asked about inclusivity
// Superdrug said 86% Brits want beauty retailers to make their advertising campaigns more inclusive
// 82% said they would be more likely to buy from a brand if they had a black ambassador
// 1000 consumers across the UK were asked for their thoughts on being represented in the health and beauty industry

Superdrug has found that 1/3 of people across the black and mixed heritage community don’t feel represented when it comes to shopping for health and beauty products on the high street.

As part of Superdrug’s Own Your Beauty diversity campaign, Shades Of You, 1000 consumers across the UK were asked for their thoughts on being represented in the health and beauty industry.

The survey revealed that 86 per cent said that beauty retailers should make their advertising campaigns more inclusive, while 84 per cent said that they think a beauty campaign specifically created for people of colour would be a positive step for a beauty retailer to take.


READ MORE: Superdrug partners with Missguided to stock Missguided Beauty in stores


Meanwhile, 85 per cent said they would like to see more black celebrities and influencers working with beauty brands, and 82 per cent said they would be more likely to buy from a brand if they had a black ambassador.

The survey also revealed that 83 per cent believe store teams should have specific training on make-up advice for darker skin tones, while 87 per cent think store teams should have specific training for giving hair advice about textured, curly and coily hair.

The UK is among the three leading cosmetic consumers in Western Europe, behind France and Germany, according to Statista.

The cosmetics boom in the UK happened in 2017, when the sector’s market value reached a staggering £9.8 billion. Since then, its market value has remained above £9 billion. The UK’s beauty industry is worth £27 billion as of 2020 and ranks as the seventh largest cosmetics market in the world.

According to comparison platform Finder though, the UK’s beauty industry is worth a whopping £27 billion as of 2020. It ranks as the seventh largest cosmetics market in the world, and held the third spot in terms of largest markets operating in the UK in 2020.

GlobalData also said last year that health and beauty spend in the UK is forecast to rise by 8.8 per cent out to 2024, equating to an additional £2 billion.

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