All Brazilian Skins

Grupo Boticário launches an image bank to celebrate the diversity of Brazilian skin.

Brands from the Boticário beauty group came together for the Invisible Women project to redefine the stereotypes of Brazilian women in advertising.

To acknowledge the diversity of beauty, the group has created an image bank that showcases the range of skin types, tones, and textures of the Brazilian female population.

The meaning of beauty has shifted during the pandemic. After so much time spent in lockdown in which external appearance became less important, beauty from within began to shine brighter. Younger consumers associate beauty with personality and brands are facing the challenge of incorporating diversity and inclusion into their product communications. We have seen beauty brands begin to celebrate diversity by expanding the range of skin colours and body shapes represented in their product range and in their marketing strategies, with more diverse models appearing in campaigns. In this case, Boticário has gone above and beyond in its approach to diversity by creating a free image bank that allows brands across all categories to access inclusive images.

The pandemic has shifted consumers' beauty and personal care habits, encouraging them to more closely manage their self-esteem. This shift is, in turn, affecting purchasing decisions. Beauty brands can open conversations about the importance of self-confidence, feeling beautiful even with imperfections, and being kind to your body by sponsoring emerging podcasts on female narratives and launching social media campaigns in partnership with a range of influencers. To escape stereotypes and acknowledge the value of authenticity, brands can also create communication campaigns and launch product formulas that cater to specific consumer groups, making them feel included and ensuring that their voices are heard.

Brazil is a market to watch when it comes to shade diversity and beauty brands can serve the groups that are overlooked within the sector in terms of colour, gender, and age by including them in their visual communications as well as product development process.