Comparative Analysis of DEI Marketing Strategies and Product Diversity in Global Beauty Brands: Theoretical Mapping and Strategic Implications

This study explores how global beauty brands incorporate Diversity, Equity, and Inclusion (DEI) strategies in their marketing communications and product development. Using a case study approach, the research analyzes four brands—Fenty Beauty (USA), L’Oréal (France), Shiseido (Japan), and Amorepacific (Korea)—through the lenses of four major theories: Social Identity Theory, Intersectionality, Representation Theory, and Consumer Culture Theory. The findings reveal that Fenty Beauty most comprehensively embodies DEI by reflecting intersectionality and consumer identity through inclusive campaigns and extensive product shade ranges. L’Oréal adopts a systematized, ESG-driven DEI approach, while Shiseido represents a culturally sensitive yet conservative interpretation. Amorepacific, though functionally innovative, shows limited engagement with DEI principles. Based on this comparative analysis, the study proposes policy recommendations tailored to brand strategists, product designers, and CSR teams, emphasizing the need for identity-driven marketing and cross-cultural inclusion to enhance global competitiveness. This research contributes to the academic discourse on DEI branding by offering a theory-based comparative framework and practical pathways for industry transformation.