Cosmetics for LGBT


Last month, I read about Rappler's The Untapped Power of the Pink Peso and I remember doing the same research back in freshman college. It brought me also to a contemplation of how rare it is until now for companies or advertisers to actually target LGBT through mainstream or targeted media when in fact the market segment is big, has enough spending power, locally as well, especially in the US. And brought me as well to rage on how bars, resorts or even advertisements would discriminate the third gender when it comes to offering services or products.

Now why do we need this? I recall someone from my class asking me the question that tackles isolation when I defended my report. Why would LGBT want to see themselves talked to by brands when they want to consider themselves women? Why is there really a need? I also can remember the question of men's products when most of them are just the same as the products manufactured for women, only stronger/different when it comes to scent or formulation.

As a previous marketer, segmentation deals with the profiling of consumers depending on psychological/behavioral and social factors, and it goes beyond just income. Even if there is enough spending power by the consumers, I think that messaging can go deeper and wider. After all, a good brand will always deal with factors that are in the upper portion of Maslow's heirarchy of needs: satisfaction, happiness, security, etc. LGBT who have specific needs can definitely be one opportunity for a brand to expand its horizon, if it is really caring enough for the people who use the brands.

Clearly, there is still an untapped market, and I agree with the author that there are times when we would choose or prefer a brand based on its market treatment. I just hope that brands can see this and be open-minded and even if that cannot be really controlled, the challenge is to just go beyond. Nonetheless, the cosmetics and personal care industry which is almost dominated and patronized by LGBT makeup artists, performers, hair stylists, or consumers is moving forward with this idea. I mean even if a lipstick is just pigment and wax, the LGBT-specific packaging, advertising, CSR or distribution will tell how they are recognize the community. They just know that they need to communicate with their LGBT customers who have different needs and wanrs as well (as a drag queen would need more professional products for performances and shows) and below you can see a few of them.



RuPaul, the world's most famous drag queen, created an entire line of fine fragrance and high-pigment cosmetics in collaboration with Color Evolution. While this is just a limited edition, I really like how they partnered with RuPaul for this.  “Glamazon is for women and men of all ages and preferences who share one thing in common: They are not afraid to be fierce. For me, glamour should be accessible to all, and I am committed to helping the world look and smell more beautiful,” said RuPaul (Source). This is not available locally, though.

Source: Furefoo

Now communicating to transgenders and women who want to achieve better skin, Poy Treechada, a famous Thai transgender actress built her own line of vitamins and supplements. The derivatives in the product aim to solve skin problems such as dry skin, dull skin, dark spots, acne scars or freckles, etc. Furefoo helps repair skin cells back to health, strengthen elastin, hyaluronic acid.  

Source: MAC Cosmetics

Originally, RuPaul is one of the most influential American drag queen, model and singer. Rupaul is famous for his "Glamazon Look". In the early 90s, his song "Supermodel of The World", peaked at Number 45 on the Billboard Hot 100. It further charted on the UK Singles Chart, peaking on the top 40 at #39. The song found the most success peaking at number 2 on the US dance music He has appeared in a large range of TV programs, movies, and music records. He became a spokesperson for M.A.C. Cosmetics in 1994, as "The First Face of M.A.C." 

MAC's mantra is: ...all ages, all races, all sexes. And this is even furthered with the VIVA GLAM lipstick!: the bullet in passionate red that was the shot heard around the world - the first lipstick created to directly confront and raise money and awareness for AIDS at a time when the pandemic dramatically affected the fashion makeup communities, and was greatly stigmatized as a gay disease. With 100 percent of the proceeds of every VIVA GLAM product going directly to men, women and children affected by HIV/AIDS, it was an unprecedented move. The idea of VIVA GLAM was to celebrate life and the outspoken attitude of the company. It was, and continues to be, the signature and the heart and soul of the company. VIVA GLAM spokespeople are provocative, alternative and influential and reflect diverse communities. They are heroes we look up to for their personal triumphs; people who have invented themselves and people who created movements.
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"Join us and All Out in support of LGBTQ rights in Russia. We champion everyone’s right to love, and we believe that ALL our employees, customers and communities should be protected equally. This Valentine’s Day, the world spotlight is on the Russian Olympics. We stand with all citizens who are calling on the Russian government to stop fueling anti-gay violence." - Lush. I just adore Lush for being so brave in doing this especially in a country where LGBT is discriminated against and hated upon. I haven't tried any Lush product but I'd be happy to review them soon.

Can you think of other brands or services who cater specifically for the LGBT? Let me know and I will be very happy to review them as well!

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