Mauve Fantasticever is Focused on Social Inclusion & LGBTQ+ Support
Laura McQuarrie — July 1, 2021 — Fashion
References: en.mauvefantasticever & prnewswire
Mauve Fantasticever is a first-of-its-kind Korean beauty brand because it has a specific focus on gender equality and inclusivity. Rather than creating products that are divided for men and women, the brand aims to get people thinking beyond the binary and connecting with products based on their values.
As founder June Yoo describes, "Mauve is not only about breaking the rules of the beauty industry's old gender bias, but also promoting social inclusion of LGBTQ+ communities. In Korea, social acceptance of homosexuality is relatively low compared to other countries and LGBTQ+ communities are unfamiliar to most people."
The brand's best-selling product, Hydro Mafia Booster, is a clean, high-performance solution for boosting skin with the benefits of a naturally derived moisturizing ingredient for instant renewal.
As founder June Yoo describes, "Mauve is not only about breaking the rules of the beauty industry's old gender bias, but also promoting social inclusion of LGBTQ+ communities. In Korea, social acceptance of homosexuality is relatively low compared to other countries and LGBTQ+ communities are unfamiliar to most people."
The brand's best-selling product, Hydro Mafia Booster, is a clean, high-performance solution for boosting skin with the benefits of a naturally derived moisturizing ingredient for instant renewal.
Trend Themes
1. Inclusive Beauty Brands - The growing focus on inclusivity and diversity in the beauty industry presents a disruptive innovation opportunity for brands to create products that cater to all individuals, regardless of gender, race, or sexual orientation.
2. Gender-neutral Products - As consumers move away from traditional gender norms, there's an opportunity for brands to create gender-neutral beauty products that are marketed towards people based on their values and needs rather than their gender.
3. Socially Conscious Beauty - With consumers increasingly looking for brands that align with their values, there's an opportunity for beauty brands to prioritize social inclusion and support for marginalized communities, such as the LGBTQ+ community.
Industry Implications
1. Beauty - The beauty industry should explore ways to create products that are more inclusive, diverse, and socially conscious in order to attract a wider variety of customers and meet changing consumer demands.
2. LGBTQ+ Support Services - With the lack of social acceptance of homosexuality in some countries, there's an opportunity for the creation and expansion of LGBTQ+ support services that prioritize social inclusion and equality.
3. Marketing and Advertising - With the growing focus on inclusivity, diversity, and social responsibility in the beauty industry, marketing and advertising professionals should consider new and innovative ways of promoting products that prioritize these values and meet changing consumer expectations.
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