From the article, my bolding:
"Watson, who plays Theo on Netflix's teen drama Chilling Adventures of Sabrina, just partnered with Unilever for the brand's latest initiative, United We Stand. The campaign pairs six grassroots, non-governmental organizations with LGBTQ+ voices and allies to raise awareness about the lack of accessibility of beauty products in the queer community."
Name me one "beauty product" that is not already "accessible" to the "queer community" ?
None.
(Follow the money.)
All this suggests to me is that sales of women's "beauty products" to both women and men were reaching saturation point, so manufacturers needed to create and/or exploit a new "target market", ie. the "queer community".
Give it time and the "queer community" will be segmented again along the lines we seen drawn between groups under the "Queer Umbrella" aka "Trans Umbrella". ( If they do not already exist there will be "special moisturisers" to deal with the "special problems" of M2F facial skin and "special aftershaves" for transmen.)
Marketing Planning 101. Create demand for re-packaged products by creating new markets and/or segmenting existing target markets.
"Non-Queer" examples.
- increase demand for existing products by inventing new "problems", generate social stigma (to avoid) and/or personal insecurity (to soothe) and then sell products as "solutions", eg. halitosis and Listerine *
- increase demand for existing products by promoting variations on existing "problems" and watch to see if the suckers fall for the applying the "solutions" more frequently and/or in greater amounts, eg.
1) halitosis (again): brushing your teeth with toothpaste is not enough, you need to brush your tongue as well !
2) Body Odour (BO): Men! Aftershave is not just for your face after you have shaved it! Douse your whole torso with
Aftershave! ** (anyone old enough to remember the Henry Cooper
"Splash it all over!" adverts for Brut?)
- having established the "problem" and an accepted "solution", create new products that "improve" on the old products, eg. halitosis (again): brushing your tongue is so yesterday, you need a "tongue scraper"!
Celebrity Endorsement - nothing to add, everyone understands this as a marketing strategy.
From the article again:
"partnered with Unilever for the brand's latest initiative, United We Stand. The campaign pairs six grassroots, non-governmental organizations with LGBTQ+ voices and allies"
ethicalmarketingnews.com/unilever-launch-first-of-its-kind-pride-campaign-united-we-stand
Anyone surprised to see this from the "Ethical Marketing News" article:
"As part of the campaign, Unilever and RanaVerse created films for each organization, each featuring a different ambassador. The films are directed by Tourmaline, a passionate advocate for the trans community. Unilever partnered with breakthrough director Tourmaline, director of Happy Birthday, Marsha, a film about iconic transgender artist and activist, Marsha “Pay It No Mind” Johnson and her life in the hours before she ignited the 1969 Stonewall Riots in New York City, to capture creative content that shines a light on the important organizations in the LGBTQIA+ world. A passionate advocate for the trans community, Tourmaline is committed to shifting the conversation around the gender binary of society and unearthing histories of trans women of color."
If you want to see an illustration of a Marketing Planning tool for identifying possible market segmentation and target markets you need look no further than the "Genderbread Person".
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Listerine (from Wikipedia)
"According to Steven D. Levitt and Stephen J. Dubner's book Freakonomics:[5]
Listerine, for instance, was invented in the nineteenth century as powerful surgical antiseptic.
It was later sold, in distilled form, as both a floor cleaner and a cure for gonorrhea.
But it wasn't a runaway success until the 1920s, when it was pitched as a solution for "chronic halitosis" — a then obscure medical term for bad breath.
Listerine's new ads featured forlorn young women and men, eager for marriage but turned off by their mate's rotten breath. "Can I be happy with him in spite of that?" one maiden asked herself.
Until that time, bad breath was not conventionally considered such a catastrophe. But Listerine changed that.
As the advertising scholar James B. Twitchell writes, "Listerine did not make mouthwash as much as it made halitosis." In just seven years, the company's revenues rose from $115,000 to more than $8 million."
* Aftershave* (from Wikipedia "Aftershave")
"Some aftershave manufacturers encourage using their fragranced aftershave as if it were cologne, in order to increase sales by encouraging consumers to use it in a more versatile manner, rather than just after a shaving session."