What an expert says about non-binary cosmetic marketing

As non-binary people have gained more visibility in the US market, more brands have focused on developing marketing and positioning around those consumers.

Chief Marketing Officer at PCA Group Brady Donnelly told CosmeticsDesign that to effectively position a non-binary brand or use non-binary messaging requires a specific understanding of who the target consumer is, where they are and how much they know about what non-binary means .

According to a CosmeticsDesign Europe article​, GlobalData projects that unisex and gender neutrality will become the global standard in skin care and color cosmetics.

Types of non-binary marketing

Donnelly said there are generally two types of brands that use non-binary marketing. Some companies overtly use a non-binary positioning to specifically appeal to consumers who are already aware of the issue, while others simply don’t use blatantly gendered marketing.

“Taking a position to appeal emotionally would be the difference between the two,”Donnelly said. “One is more of a statement, and one is more of essentially a non-statement or a lack of expression about anything specific.”

Brands that are making a direct statement with their use of non-binary marketing usually have non-binary consumers and language woven through the brand’s core positioning, Donnelly said.

Because understanding of non-binary issues and messaging is fairly regional in the United States, Donnelly said education is an important element of non-binary marketing.

Much like when clean beauty emerged on the market, he said brands will need to educate consumers outside of their niche market as to what non-binary beauty is. While most consumers in cities like Manhattan are likely to be familiar with the positioning, customers in other regional markets may not.


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