034 – Desiree Reid – The Move Toward Multicultural

Desiree Reid

Multicultural marketing in the beauty industry…

Desiree ReidReid discusses thinking about the beauty space in a multicultural manner, how skin tones are not attentive to ethnicities, empathizing with customers, and how attention to multicultural concerns in beauty was revolutionary in the early 90s. A quarter century later, we’re still having the same conversation, and brands are still not focusing on that customer.

Desiree Reid, Founder/President of Desiree Reid & Co. (leaders in multicultural marketing, business diversification, organizational management, product development, manufacturing, retail sales partnerships and global brand expansion for today’s market and the marketplace of the future) joins Julie Fredrickson, Regina Gwynn, and Karen Moon in the MouthMedia Network studios powered by Sennheiser.

Rihanna, better communication, and the customer holds the compass

The person (Rihanna), the company backing the person (LVMH), and the distribution channel (they own Sephora), plus the magnitude of the group, and now as a result being able to put pieces in that other brands might not have been able to put together in a lasting way. Brands win by speaking with customer better, not just because they offer better products. The customer dictates where brands should be found, including pricing, politics and messaging, and brands will develop tiers of where they will be. Why brands are scrambling to figure out the Fenty Beauty Effect, and how brands lack empathy with consumers.

Reviews, technology, and deciding what’s beautiful

Desiree ReidHow the beauty industry is growing, the under-tapped opportunity with reviews, shade range, and the need to listen to customers what they wanted then moving to develop. How technology plays a part from product development to consumer interface, and the why the consumer will drive what they think is beautiful. The ability for exposure then you make the decision, and what you take from it. When consumers give that up, it’s a problem. Consumers find ways to use products you didn’t anticipate as a brand. Having an open space for consumers to decide what’s beautiful, and we’re OK.

Trend cycles, a stylish accountant, and resumes

Brands need to give consumers credit that they’ve done years of research to fond what works for them. Having less things in products that people don’t understand, and the cyclic nature of trends leads to more choices. Personal questions in a round of “Hitting the Pan” cover what you learn from relatives in beauty, the fascinating chemistry of beauty, from accounting work to beauty work based on style, access to job openings, why resume writing needs to be improved, and how people want to know you delivered (not helped) so you know how to execute.

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