| Titre : |
The new role of the LGBTQ+ community in the cosmetic industry |
| Type de document : |
Mémoire |
| Auteurs : |
Liana RABEMANANTSOA, Auteur |
| Année de publication : |
2020 |
| Importance : |
29 p. |
| Note générale : |
Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. |
| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
COSMETIQUE ET PARFUMERIE SECTEUR ; TENDANCE ; IMAGE ; BEAUTE ; HOMME ; FEMME
|
| Résumé : |
Whether it is for correcting imperfections, enhancing one’s appearance or even creating
another version of oneself, makeup has the power of telling something from the person performing
it and is yet a personal experience. Nonetheless throughout decades, the makeup industry has
dictated norms of what is acceptable or not and what is the ideal we should all try and reach for.
Although trends have changed with time, the makeup industry’s definition of beauty revolved
around the image of a desirable young woman with clear and fair skin. This ideal is challenged by
new brands, fueled by an ever growing demand from those who do not fit in this description and
who have felt left out for too long. This change does not only concerns the need for the availability
of more shades for all complexion, but also deals with the gender of those who wear makeup.
Traditionally, females are believed to be drawn to makeup and find great interest in it. But not all
females actually do, and a growing proportion of males show interest in makeup for the same
reasons females do. Cosmetics are defined as « a substance applied to the body or the face, to
improve one’s appearance » in the Cambridge Dictionary. It is a superficial act upon one’s body
which has a small impact and non permanent impact on a person without affecting its basic
character, to present oneself as one’s best version, by enhancing one’s natural features. It induces
the idea that cosmetics should be, to some extent, specific to each person, without discriminating on
gender, race, income, country, culture, etc. Cosmetics should be as diverse as its consumers with
brands providing an offer which represents society the closest to reality in all of its diversity and
complexity, but they should also depict society in the same manner in their communication. The
redefinition of what is beauty is also led by the ever growing power of influence social media have
on forming opinions. Among the creators who define beauty on these digital platforms, a significant
proportion of individuals who are part of the LGBTQ+ community play a great role in this
movement. These individuals, whether they identify as male, female or other, do not correspond to
the restrictive definition of what is beautiful according to the makeup industry, but they create their
own version of it. As it can be observed the digital content created by influencers from the
LGBTQ+ community appeal to a great number of people, regardless of their sexual orientation or
their gender identity, but this phenomenon has not yet be profoundly academically researched.
Therefore, very little literature is available on the subject and this paper will hopefully fill some of
the gaps by focusing on the LGBTQ+ community in the makeup industry, through the study of
4
YouTube beauty creators and their impact on the selected sample. Thus this paper will be answering
the following question : « To what extent does the LGBTQ+ community help change the definition
of what is beautiful ? ». More precisely, this paper will be focusing on the level of support a sample
of the French population gives to the LGBTQ+ community depending on the influencers’ identity
and representation. This study is motivated by the assumption that this type of content might appeal
more to females than males, as the latter might feel more disturbed by some of the content creators
than female, who are more familiar with beauty videos and makeup already. |
| Programme : |
PGE-Rouen |
| Spécialisation : |
Marketing - Parcours Brand Development |
| Permalink : |
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The new role of the LGBTQ+ community in the cosmetic industry / 2020 
