Cultural intelligence has emerged as an important factor in the beauty industry, as consumers demand more than surface-level representation, especially in retail and entertainment spaces. According to a 2023 McKinsey report, black American consumers spend $6.6 billion a year on beauty products, but many mainstream brands are well served.
Additionally, a 2024 NIQ survey found that 56% of beauty consumers prefer to buy from brands that embrace diversity and inclusion.
CosmeticsDesign spoke to Wil Shelton, CEO of Wil Power Integrated Marketing about his insights into the impact of cultural intelligence on industry brand beauty spaces and important takeout.
Beyond Expression: Understanding Consumers
“Consumers today don’t just want to see themselves in advertising. They want to know what brands really understand.”
Wil Shelton, CEO of Wil Power Integrated
Beauty brands that integrate cultural intelligence into their strategies “consumers can know when brands actually respect and value them and when they are being sold,” he noted.
“It’s not about checking out the box of diversity,” he revealed, but “it deeply understands the values, traditions and living experiences of different communities and reflects them in a genuine way.”
Given the beauty industry is deeply connected to personal identity, he emphasized that “Authenticity is everything.”
Cultural intelligence in action
Brands that successfully embrace cultural intelligence are redefine industry standards. For example, Shelton said, “Fenty Beauty has not only launched a comprehensive shade range, but has also been forced to redefine beauty standards and keep up with the industry as a whole.”
Similarly, he pointed to the Viva Glam campaign on Mac as an example of a brand that has promoted trust in the LGBTQ+ community through vocal support and financial support. He also praised Elf Cosmetics for tapping on Gen Z Culture through the Virus Tiktok campaign, proving that he “hears the voices of his audience and gives him genuine rewards.”
“The right thing for these brands is not only for them to talk to diverse consumers, but they are actively including them in the conversation,” he explained.
Building trust with diverse communities
According to Shelton, true inclusivity requires brands to look beyond their marketing campaigns and focus on internal representation. “The diversity in marketing isn’t just about who’s in the ads, who’s at the table,” he said.
“Brands that hire diverse teams, work with community leaders, and truly engage with the people they market will always build a deeper connection.”
Wil Shelton, CEO of Wil Power Integrated
He also emphasized that brands need to hire from within the community they serve. “If you want to connect with the group, get involved in the decision-making role,” he said. Additionally, he advised not to force a brand-driven story, but to work with influencers and creators that he already trusts within his community.
Finally, he emphasized the importance of consistency. “Don’t celebrate black beauty in February or LGBTQ+ pride in June. We’ll be there all year round.”
“Trust is not built through one campaign, it is built over time,” he summed up.
The role of AI in cultural intelligence
Artificial Intelligence (AI) continues to advance innovation in the beauty industry, with brands leveraging technological advancements for personalized recommendations, virtual shade matching and trend forecasting. However, Shelton warned that even without careful implementation, AI can strengthen bias rather than eliminate it.
“To make AI work for cultural intelligence, brands need to train AI on diverse datasets so that algorithms do not support euro-centric beauty standards.”
Wil Shelton, CEO of Wil Power Integrated Marketing
He also emphasized that AI should be used for personalization rather than for elimination. “Make sure to increase inclusiveness rather than narrowing down the expression,” he advised.
Furthermore, he emphasized the importance of maintaining human surveillance in decision-making. “AI needs to support the cultural expertise that real people bring,” he said.
Driving brand loyalty
Brands that effectively implement cultural intelligence do more than attract consumers.
Shelton has identified three key factors in building long-term loyalty. They looked at and respected the consumer, took action behind the words and remained consistent.
“The expression is step 1, but the actual connection goes beyond that,” he said. “Do brands invest in communities where they benefit? One good campaign will not undo history of exclusion or fraud.”
“Success should be measured not only by sales, but by how audiences feel about the brand,” Shelton emphasized, adding that true indicators of success include emotions, involvement and long-term loyalty.
Future outlook
Shelton believes that brands that prioritize reliability and inclusiveness will flourish with a look ahead to the future. “The future of beauty is more than just diverse, it’s ethical,” he said. He predicts that superpersonalization will become more pronounced, but the brand needs to ensure that it feels authentic, not afterthought.
He also highlighted the importance of supporting a community-driven brand owned by BIPOC. “With the number of indie beauty brands continues to increase, large companies need to do a lot more than just getting inspired,” he said.
He further pointed out the intersection of sustainability and inclusivity, saying that consumers expect brands to not only be diverse in their offerings, but also be responsible for their business practices.
“At the end, beauty is personal, cultural and deeply connected to identity,” Shelton concluded. “A brand that understands that and shows off the real thing stands the test of time.”
