For the profit or the people?: How beauty companies can build long-standing, non-predatory relationships with Black women.
This paper investigates beauty brand engagement practices with Black female consumers concerning products, services, representation, and brand social responsibility. The paper employs document analyses and qualitative case studies to examine past beauty companies' business and decision-making practices involving African American women using visual and textual analysis. The findings state that African American female consumers require beauty brand companies to recognize their value in terms of representation, awareness of social injustices that impact Black consumers, and develop culture-centered content that invites inclusiveness in the marketing and promotion of beauty brand services. Sociocultural implications are discussed in the paper to advance marketing and advertising research centering Black female consumers.