Community building to foster engagement: A modern approach to support beauty brand loyalty

In an increasingly competitive beauty and personal care industry, companies are shifting from traditional marketing strategies to community-driven initiatives that engage consumers on a deeper level. Brands like Colgate-Palmolive, Dove, and KISS Colors & Care have recently invested in educational, social, and cultural programs to foster authentic relationships and build brand loyalty.

This approach aligns with the growing consumer demand for purpose-driven brands, making it particularly relevant for manufacturers and suppliers in the cosmetics and personal care sectors.

Colgate's Haz La U: Empowering education for a brighter future

Colgate-Palmolive’s Haz La U initiative exemplifies how brands can support communities while promoting their values. Now in its 16th year, this program offers $100,000 in scholarships to Hispanic high school seniors in partnership with the Hispanic Heritage Foundation.

These scholarships, aimed at students who demonstrate academic excellence and community leadership, reflect Colgate's dedication to education as a means of unlocking brighter futures.

“At Colgate, our brand values have always been simple: we exist to create smiles that unlock a brighter future,” said Diana Haussling, Senior Vice President & General Manager, Consumer Experience & Growth, Colgate-Palmolive North America in a press statement. By investing in education, Colgate not only supports students like Jasmine Martinez—a University of Florida student focused on cultural leadership—but also strengthens its ties to the communities it serves.

Dove’s Self-Esteem Project: Building confidence in youth

Dove has long been at the forefront of promoting body confidence and self-esteem through its Self-Esteem Project, which celebrates its 20th anniversary in 2024. As part of this initiative, Dove is launching Dove Day, the largest-ever free body confidence workshop for Canadian youth.

Set to take place on October 10, 2024, this virtual event will engage students, parents, and educators in discussions on body image, social media, and self-esteem, aiming to equip young people with the confidence to navigate today’s beauty ideals.

"Body confidence is crucial, especially for young people who are negatively impacted by a narrow beauty definition seen in today's society," said Divya Singh, Head of Personal Care, Unilever Canada in a press statement. With the support of partners like Kids Help Phone, Dove’s initiative not only addresses body confidence but also mental health, reinforcing the brand’s commitment to empowering youth.

KISS Colors & Care’s "The Mane Line": A platform for the textured hair community

KISS Colors & Care is another brand embracing community engagement, particularly within the textured hair community. This month, the company launched its first-ever podcast, The Mane Line, hosted by celebrity hairstylist Susy Oludele.

The podcast provides a dedicated space for textured hair consumers to engage in conversations about hair care, styling, and self-expression.

"We're excited to introduce The Mane Line as a space where textured hair is not just celebrated but also understood and supported," said Jennifer Clark, Director of Marketing at KISS Colors & Care in a press statement. The podcast features discussions with beauty experts, influencers, and celebrity guests like Ari Lennox, offering listeners expert advice tailored to their specific hair needs.

The goal of this platform is not only to provide styling tips and product recommendations but also to foster a sense of belonging in a community that has been historically overlooked by the US beauty industry.

Why community investment matters for beauty and personal care brands

For manufacturers and suppliers, these community-driven initiatives represent a growing trend that goes beyond product promotion. Consumers today are increasingly drawn to brands that contribute to societal well-being and reflect their values. As the examples of Colgate-Palmolive, Dove, and KISS Colors & Care demonstrate, investing in education, mental health, and cultural empowerment can strengthen brand loyalty by creating deeper connections with consumers.

By focusing on community engagement, beauty brands are positioning themselves as leaders in social responsibility while meeting the evolving expectations of today’s consumers. For cosmetics and personal care companies, this strategy offers a path to long-term success by aligning with the values of purpose-driven, socially conscious consumers.

As these brands continue to expand their community-focused initiatives, manufacturers and suppliers in the industry would do well to consider how they, too, can invest in programs that foster authentic relationships and drive meaningful engagement.