The cosmetics world can be unforgiving. It is filled with ideas that perpetrate the notion that the appearance is the most important thing about a person. Some have found this to be morally repulsive and have rejected the makeup world completely. For example, Kim Kardashian once invented the idea of “contouring,” which involves using makeup to change the appearance of the shape of your face. However, she has now recently pushed back against makeup, suggesting that the real way to show beauty is without it. She calls it “nontouring.”
Everywhere you look, there are going to be different opinions of how to run the makeup game as a company. Some will tell you to be bloodthirsty and run the appearance approach. Still others will try to get you to attempt to invent some kind of counternarrative that pushes back against the “appearance is the most important thing”point of view.
What to do?
However, you don’t have to take an all or nothing approach. The thing is, there are parts of each camp that are right. Although it may not be the most important thing, appearance certainly does matter. In the same breath, confidence can come from other places than just how you look. In this way, you can develop an innovative kind of approach to marketing in the makeup game.
One of the most powerful things that you can do is to encourage people to use the make up to express themselves. It’s not really about covering up blemishes, but rather accentuating what you love about yourself.