Library:
Madrid
Berlin
London
Turin
Paris Champerret
Paris Montparnasse
This thesis investigates the impact of diversity, equity, and inclusion (DEI) marketing campaigns
on consumer behavior and brand perception within the beauty industry. Real brands, such as Fenty
Beauty is analyzed to provide context to the importance of inclusive marketing understand
the best practices for success and foster a meaningful connection with consumers – authenticity,
empathy, cultural sensitivity, and storytelling. The study explores how inclusive marketing
practices influence consumer perception and purchasing decisions among diverse demographic
groups, particularly race/ethnicity and age. Utilizing a quantitative research method, the study
reveals a significant correlation between inclusive advertising, positive brand perception, and high
purchase likelihood, with a significantly high impact on minority groups (Black, Hispanic/Latinx,
Asian, Middle Eastern/North African, and Bi/Multiracial) and young people (Gen Z &
Millennials). The data suggests that brands that prioritize diverse representation in their marketing
campaigns will have a higher overall brand image and appeal to a wider audience, who are likely
to buy the brand. Additionally, there is a high influence of authenticity. Findings indicate that
brands that authentically reflect diversity foster a deeper emotional connection with consumers.
Furthermore, the study identifies key limitations, such as the disparity between consumer intent
and actual purchasing behavior and emphasizes the need for future research on the complexities
of intersectional identities in consumer perceptions, as well as investigating the influence of
technologies like AI and the metaverse. This research contributes to the growing body of literature
on DEI in marketing, offering valuable insights for brands in the beauty industry seeking to
navigate the evolving consumer landscape effectively.
