The Effect of “Inclusive Marketing” Efforts by BLP Beauty Toward Brand Image, Brand Trust, Brand Love and Brand Loyalty

Abstract

Over the last few years, the concept of beauty has changed, and different types of beauty started to be celebrated and promoted. The new concept of beauty has influenced how a brand delivers its message through advertising, especially in the beauty industry. BLP Beauty is a makeup brand that promises and promotes “Beauty for All” in its marketing. The marketing strategy is often called “Inclusive Marketing,” where a brand creates content, campaign, or advertisement using models from different backgrounds such as gender, race, ethnicity, religion or sexual orientation. This research aims to understand BLP Beauty’s inclusive marketing effect on brand image, trust, love, and loyalty through brand experience. This study employs quantitative methods by an online survey to the customers of BLP Beauty who are aware of the inclusive marketing efforts. PLS-SEM and descriptive statistics were used to analyze the data. The result indicates that the brand experience of inclusive marketing positively influences brand image, brand trust, and brand love. At the same time, brand image positively influences brand trust and significantly influences brand love. Brand love significantly influences brand loyalty. In contrast, brand trust has no significant influence on brand loyalty. The result of this study is expected to provide insight for BLP Beauty and beauty brands on inclusive marketing strategy