CosBeauty Magazine #96

FEATURE
HOW IS THE
BEAUTY INDUSTRY
PERFORMING ON
DIVERSITY?
Overall, the ‘Spectra of Beauty’ report
shows Australians hold a favourable
overall view of the local beauty
industry’s presentation of diversity in
media, social media and advertising,
but more work is needed.
LOOKING UNIQUE AND
CONNECTING TO CULTURAL
IDENTITY
The report demonstrates that
Australians surveyed have a strong
preference for creating authentic looks
reflecting their sense of identity, with
79% believing it has become more
acceptable to truly ‘be yourself’ in
appearance.
Overall, 45% said they try to convey
their sexual orientation through their
look; this driver was highest in the
younger groups surveyed (Gen Z - 54%;
Millennials - 49%; Gen X - 44%; and
Baby Boomers - 37%).
Interestingly, the survey found
tension when it came to embracing
cultural beauty standards or moving
against them – with a virtually equal
response to these conflicting positions
across the general population (31%
embrace; cf. move against 27%).
Approaching half (41%) of the
survey respondents felt it’s important
for people to recognise their cultural
background/ ethnicity in their ‘look’.
Women were slightly more likely to feel
pressure to adhere to their culture’s
beauty standards than men (18%
women vs. 10% men).
Overall, one in 8 (12%) stated they
are proud that their appearance
connects them to their cultural heritage.
For those with a Pacific Island or African
identification, this was most strongly
reinforced (38% and 32% respectively)
‘The deep emotional connections
we make between our beauty and
external appearance, and our internal
sense of identity, is very powerful,’
says Dr Davin Lim, Dermatologist,
Queensland. ‘Whether it’s cultural
heritage, gender or age, we as
practitioners need to be open to all
views, because everyone has different
traits they want to express. The idea
of a universal beauty type dictated
by social media seems to be shifting
to a more authentic, individualised
representation.’