‘A Beauty Industry That Looks Like You’ campaign calls on industry and consumers to have their say
According to the British Beauty Council’s Value of Beauty report, the British beauty industry employs more than 500,000 people. Despite knowing that the workforce is made up of 80% females and offers equal opportunity across the UK, there is little data about the hidden corners of the industry.
In order to fill this knowledge gap and initiate much needed change across the sector, the British Beauty Council has launched a survey to uncover the true make-up of the beauty industry.
Covering areas of inclusivity, education, equity and accessibility, the survey encourages respondents to help the organisation ‘create a beauty industry that looks like you’.
The Council has collaborated with multi-disciplinary creative house, Spring, to front the survey with an arresting visual campaign featuring a stellar line up of beauty professionals. From brand founder and diversity advocate, Ateh Jewel; and professional make-up artist and Glow Up alumni, Jack Oliver; to Managing Director of L’Occitane UK & Ireland, Dianna Tieu.
Photographed by Liz Collins, whose portfolio spans the likes of British Vogue, Beauty Papers, Elle Magazine and Love, those photographed offer up a true snapshot of British beauty today.
On the partnership, Susan Pratchett, London President at Spring Studios said: ‘At Spring, our mission is always to drive culture forward to create a positive impact through our work, and a key part of that is platforming perspectives from every corner of the beauty industry.
‘So, when the British Beauty Council asked us to partner with them to develop a narrative and campaign for their DE&I survey, it was an opportunity we were hugely excited by, as it aligns so brilliantly with our own values. We worked closely together to provide strategy, creative, and studio space to make sure the census has the impact it deserves.’
The campaign ‘A Beauty Industry That Looks Like You’ will be disseminated via the British Beauty Council’s extensive network of board members, patrons and affiliates and will run from April 30 until July 26.
Following a three-month data collection period, the results will be compiled and presented at British Beauty Week 2024 (October 23-27).
‘We have done extensive research into the statistical social footprint of the beauty industry, however anecdotal evidence into human behaviours and challenges within the industry is lacking,’ commented Millie Kendall OBE, CEO of the British Beauty Council.
‘That’s why we have launched this new campaign “A Beauty Industry That Looks Like You”. It will ensure we have the scope of data we need to propel real change when it comes to access to industry, social mobility, inclusivity and equity.’
The survey is open to all that work within and shop from the beauty industry in the UK. It has been curated to ensure relevant data is collected from both business and consumer groups, ensuring the results give a holistic understanding of beauty.
