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Inclusiveness, diversity, and clean beauty: When beauty brands reinvent the codes of their influencer campaigns

It’s a fact, beauty now goes right along with responsible and ethical influence, and many brands have embraced this new wave to meet the needs of their targets. In an ultra-connected generation that is hungry for content and offers that correspond to it, the beauty world has to play the transparency and honesty card.

advertising poster for a Fenty Beauty campaign
advertising poster for a Fenty Beauty campaign

By associating with KOLs sharing these same values, and having obtained the Responsible Influence Certificate set up by French advertising body ARPP, whose aim is to promote ethical and responsible influencer marketing, and respect of the public, beauty brands prove their commitments and show reassurance to their potential consumers. Moreover, to obtain this certificate, content creators must check several boxes. Among them:

  • Be an influencer and have already collaborated with brands in the past,
  • Complete a 2-hour course on the legal and ethical framework governing commercial communications (i.e. rules of transparency, fairness, ethical principles such as the protection of minors, the fight against stereotypes, rules of decency, dignity, environmental claims, sectoral rules governing health, gambling, alcohol, food, etc.),
  • Pass the ARPP exam and obtain a minimum score of 75% correct answers,
    Commit to respecting the ARPP’s ethical recommendations.

By fulfilling this criteria, the KOL (Key Opinion Leader) will be recognized as responsible and therefore will be more easily identifiable by the brands but also by the Internet users. This action is still independent in front of a movement that is increasingly oriented toward consumption and also more responsible.

A greener, more accessible, more universal, and unfiltered beauty awaits the industry’s brands in the upcoming weeks – for those who have not yet gotten started. Beauty is no longer the same as the image of its products and packaging, which are no longer for women or men but have become «For sensitive skin, mixed skin,…», «cruelty-free», «vegan»,… Inclusivity is, moreover, at the heart of beauty brands’ strategies, like the brand Fenty Beauty and its campaign «Beauty For All» allowing everyone to create their universe and opening a new field of possibilities for Internet users in search of a new beauty experience.

It should be noted that «In its first year, the Fenty Beauty brand recorded the best launch in the history of YouTube in the beauty sector. It has generated enormous commercial success and is among the 25 best inventions of 2017, according to the American weekly Time Magazine. A successful bet for one of the most resounding launches in the sector, which notably gave birth to a powerful brand identity on social platforms.

About Kolsquare

Kolsquare is Europe’s leading Influencer Marketing platform, a data-driven solution that allows brands to scale their KOL Marketing strategies and implement authentic partnerships with KOLs (Key Opinion Leaders). Kolsquare’s technology enables marketing professionals to easily identify the best Content Creators profiles by filtering their content and audience, and to build and manage their campaigns from A to Z, including measuring results and benchmarking performance against competitors. Kolsquare has built the largest community of influencer marketing experts in the world, and offers hundreds of customers (Coca-Cola, Netflix, Sony Music, Publicis, Sézane, Sephora, El Corte Inglés, Lacoste, …) the latest Big Data, AI and Machine Learning technologies to drive inspiring partnerships, tapping into an exhaustive network covering 100% of  KOLs with more than 5,000 followers in 180 countries on Instagram, TikTok, Twitter, Facebook and YouTube. As a Benefit Company, Kolsquare has been pioneering Responsible Influence by championing transparency, ethical practices, and meaningful collaborations to inspire change.

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