Well… as you can imagine, the ethnic environment and influence knows us… ? LaSeenB knows that the offer of ethnic beauty is growing enormously! Everyone is exploiting this market and even the supermarkets. Especially since we are in an era where targeting based on cultural origins is a major factor in the marketing strategies of brands. But … what are its interests and stakes?
Ethnic marketing in the era of time?
We see a clear increase in ethnic interests in the marketing strategies of brands. What we have seen is that marketing itself is directly concerned by the plurality. The main interest is that brands in general take into account diversity and even manage to adapt their commercial strategies according to the ethnic character (for example the Afro trend is very present in the USA) and brands do not hesitate to put forward minorities, with partnerships with ethnic communities.
Opportunity?
The needs are evolving, the population is growing and so are the needs, so yes, it is a real opportunity. But let’s not forget a very important point, the French law is very strict concerning ethnic marketing. The law prohibits companies from storing ethnic data. But it is not forbidden to target consumers according to their consumption preferences, as this is different from ethnic, religious and even social criteria.
ethnic marketing: not only issues but also…
Ethnic marketing is therefore an approach that allows brands to segment and therefore ultimately better target markets. However, these marketing strategies present many challenges. Consumer needs change dramatically and are sometimes unpredictable. In such a vision, we must not fall into cliché and caricature: positioning and strategy is therefore essential before launching ourselves!
But LaseenB is here to help you, contact us!
