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Summer 2022 special
Wednesday, November 17, 2021Market

Inclusivity: instructions for use

nclusivité : mode d'emploi

Being inclusive, what does it really mean? On the occasion of the Beauty Day, organized by the WEG on September 22 in Paris, Pierre Bisseuil, co-founder of the trend consultancy The Prospectivist, went back over the fundamental principles that swirl around this notion.

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“The evolution of contemporary societies has been marked by a global awareness of inequalities in the treatment and representation of individuals based on their gender, culture, origin, age or sexual preferences,” explains Pierre Bisseuil. “We have thus seen the emergence, first in the United States and then elsewhere in the world, of movements aimed at correcting these injustices. At a time when consumers are becoming more and more involved and sensitive to these issues, manufacturers, especially those in the beauty industry, can no longer ignore these subjects. But the question today is how to integrate these new values into the heart of the company in an accurate and sincere manner.”

The awakening of a corporate ethic

According to the expert, inclusiveness must be put at the heart of a brand’s value. It must be part of its DNA.
“We can cite Dove as an example. Its fight for the representation of body diversity started more than 20 years ago. There is a real logic to Dove, a societal mission that makes sense. Their Body Positive movement has allowed them to deconstruct stereotypes that were legion in the beauty world.”
It’s not just about communication anymore. It’s no longer just about …

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