AMPLIFY
Avoid inauthenticity
Our 4 key takeouts
Evolve the IRL experience
Collaborate, involve and engage with the communities
The IRL experience has always targeted cis-women
that champion gender-inclusive beauty. Embrace the
and in 2023, beauty activations are still geared
varying sub-cultures that exist within gender-inclusive
towards femme-presenting people. This means that
beauty from experimental Goth scene to the LGBTQ+
cis-gendered men and masculine presenting people
community.
often only engage with beauty rituals in private or online. For brands to connect to this demographic,
“It's such an important thing to have the communities
they should consider creating intentional safe spaces
that you want to reach out to as a part of the process.
for men, non-binary and gender-expansive people to
That should be a natural thing for any modern business.”
Embrace beauty history
Beauty Matter
discover beauty in real life.
Image Credit: Michael Brooks
Gender-inclusive beauty is beyond a moment, it’s a key part of human self-expression. There is no need to
Beauty can go beyond the rules
pursue it like you’re revolutionising beauty, you’re not. You’re giving space to identities that have been rejected and seen as outsiders because of the way
How we present ourselves tells a story of how we see
they want to express themselves.
culture. Let your beauty brand be a part of the stories of a new generation. When accessing new ways to
“I really hope that this time around, it's here to stay for
connect with a new generation do not be afraid to break
a bit longer, rather than something that comes through
your own format. Use the beauty community to co-
as a part of the fashion and then disappears.”
create the IRL and URL experiences that speak to them, to bring more value to your storytelling.
Anna Butterworth
Image Credit: We Are Fluide
Cosmetics are no longer just a women’s category but a manifestation of aesthetic sense and values regardless of gender. Yuko Sakaguchi, Senior Marketing Manager
Image Credit: Obio Jones
at FIVIESM X THREE
Image Credit: Antoni Bumba 7