Transformation of Beauty Industry: How Inclusive Marketing-Communication Escalate Customer’s Expectation Towards Indonesian Beauty Brands

As an archipelagic country with a huge number of populations, Indonesia is blessed ethnic and cultural diversity. Nevertheless, issues related to inclusivity still lingers around the society, specifically issue beauty standards which resulting in failure represent Indonesian diverse that comes from various ethnical backgrounds. Plenty brands are also unable acknowledge differences Indonesians have, shown by their exclusive marketing campaigns only highlight certain rather than choosing be inclusive. This research conducted as primary analyse relationship between influencing factors affecting increase customer’s expectation towards assess impact inclusive increasing customers brands. A quantitative approach used this study conduct research, using set questionnaires tested 307 respondents consisting local customers. Forward, collected data analysed two analysis methods, descriptive statistics IBM SPSS Partial Least Square – Structural Equation Modelling (PLS-SEM) SmartPLS. The result shows all impacted increasement positively, started multi-ethnic communication independent variable. findings demonstrate importance implemented demanding or more including identity on brand’s advert campaigns.