As the beauty industry shifts towards inclusivity, many leading retailers are taking the opportunity to amplify LGBTQ+ voices and beauty brands beyond just the Pride Month celebrations.
For years, Pride has been the only time brands could market to the queer community and make an effort in highlighting its contributions to the beauty industry. With the recent strides in LGBTQ+ visibility and acceptance, there is a growing demand for inclusive content that keeps the momentum going year round.
A leading beauty retailer partnered with Nativo to tackle the challenge of creating and leveraging LGBTQ+ content that not only engaged customers during Pride month with meaningful messaging and action but also carried that momentum beyond June.
According to research, a staggering 72% of millennials believe that diversity and inclusion are important topics for brands to address. Therefore, diversity, equity, and inclusion (DEI) efforts are crucial to building favorable brand perceptions among consumers.
Audiences today are looking for a true allyship that extends beyond one month and seek brands that are committed to supporting and advocating for the LGBTQ+ community year-round.
The beauty retailer leaned on Nativo's in-house creative specialists to craft custom content dedicated to celebrating the LGBTQ+ community. Their primary goals were to:
1. Raise awareness by shedding light on their strong alliance with Pride and the LGBTQ+ community, aiming to make a more profound impact.
2. Enhance public perception, by utilizing inclusive messaging to educate readers on purposeful ways to support the LGBTQ+ community.
3. Feature and encourage products from LGBTQ+ founded and owned businesses
By extending their commitment beyond Pride Month, the beauty retailer saw a significant uptick in engagement with the Custom Native Article content, highlighting their year-round dedication to inclusivity. Amplifying LGBTQ+ voices and brands drove:
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