Exploring the South African consumers' brand loyalty and perceptions of inclusive global beauty marketing
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Date
2026
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Publisher
The IIE
Abstract
The global beauty market has grown over the past decades, with global brands
expanding into emerging markets. In response to the growing discourse on inclusive
brands and consumer representation, global brands have positioned their marketing
strategies to meet the demand. However, there is limited empirical research on how
consumers perceive global beauty brands’ inclusive social media marketing. While the
study is situated in a broader global beauty industry, it’s empirical to focus on
consumer perceptions of inclusive social media marketing practices of selected global
beauty brands. In this study, global beauty marketing refers specifically to the social
media marketing practices of selected global beauty brands operating in or engaging
with the South African consumers. Inclusivity is conceptualised as multidimensional,
encompassing representation of diverse identities and cultural experiences, as well as
considerations of accessibility, affordability, and product performance. Social media
has become a valuable tool for consumer-brand interactions. The diverse nature of
South Africa requires global beauty brands to extend their inclusivity practices on
social media beyond face value. The study focused on South African social media
users who were consumers of or familiar with global beauty brands and has
experience engaging with beauty related content on social media. Guided by an
interpretivist paradigm, the study adopted a qualitative research design and held focus
group discussions to capture consumers’ perceptions, beliefs, shared meanings, and
lived experiences. Data were generated through two focus group discussions. Data
were analysed using Creswell’s (2014) six-step thematic analysis, supplemented by
Braun and Clarke’s (2022) reflexive thematic analysis practices to ensure the research
trustworthiness and data saturation. The model of Customer-Based Brand Equity
(CBBE), Social Identity Theory, and the Theory of Planned Behaviour provided
frameworks for understanding how consumer responses and brand perceptions.
Findings revealed five key themes: authentic versus performative representation,
inclusivity is multidimensional, cultural resonance and localisation, authentic brand
messaging improves consumer-brand trust and inclusivity influences brand loyalty.
South African consumers are more drawn to global beauty brands that represent them,
beyond race and skin tone, as product accessibility, performance, and pricing are part
of inclusivity. Inclusive marketing must consider South Africa’s socio-economic
landscape, enhancing positive brand perceptions; purchases and recommendations;
particularly, when consumers’ identities, experiences, and cultural nuances are
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aligned with brand narratives. The research contributes to international business and
marketing literature by providing insights into inclusivity, consumer behavior, brand
messaging, and localisation. It recommends global brands implement
multidimensional inclusivity strategies to foster brand loyalty.
Description
Keywords
Beauty, Brands, Inclusivity, Authenticity, Trust, Social media, Perceptions