Hello hello! I am back! I hope you are all happy and healthy and staying safe.
2021 is here and while it’s off to a sluggish start (insurrection notwithstanding, but that’s a whole OTHER blog post), I am a little relieved and I hope you are, too. Not that the changing of a number really does anything, but knowing that 2020 is OVER is encouraging. Winter is on its way out, Biden is in the White House, and we’ve all adjusted, adapted, pivoted and made it to the other side.
Also, editorial calendars are coming back in full force, as fast as my little fingers can type them! Got any requests? LET ME HAVE THEM!
This week I want to talk about beauty and fashion publications and what I’ve noticed after this year of reckoning.
Yes, reckoning.
The Black Lives Matter movement rose up like a fisted phoenix from a firepit demanding justice, equity, and accountability from every industry across the board, bringing with it other social justice movements in its wake. From the deaths of George Floyd and Breonna Taylor (among so many more) to the rise in hate crimes against Asian Americans, the hashtags #icantbreathe, #racismisavirus, #justiceforbreonnataylor, #weseeyouwat (and countless others) flooded social media.
In response to all of this, industries are making efforts to diversify their staff, marketing materials and products to embrace a broader audience and promote peace, inclusion and anti-racism.
In the beauty and fashion industry, Allure reports that “beauty companies are revealing their own lack of diversity, thanks to the #pulluporshutup challenge.”
My research has pulled up some encouraging trends. I have found that many beauty publications are focusing entire issues on demographics who have been largely underrepresented in mainstream media.
For example:
ELLE - OCT 2021 The LatinX Issue
HARPER’S BAZAAR - OCT 2021 - LatinX Issue
(It might help you to know that Hispanic Heritage Month is Sept 15 thru Oct 15.)
ALLURE - APRIL 2021 - The Melanin Project - Of our survey of Black Allure readers, skin was a topic they'd like to read more about. In response, we'll create a robust content franchise focusing on Black skincare. Includes a photo series, "My Black Skin Is..." highlighting Black women with skin conditions; and a social-first movement, #SunscreenSis to get more Black people to wear sunscreen (only 11% of non-Hispanic Black adults regularly do).
ALLURE - May 2021 - The Best of Global Beauty - A celebration of the global beauty scene exploring trends, products, rituals and routines including the reign of Nollywood in Nigeria - one of the world's biggest and fastest growing markets. (81% of readers reported that they want to see more content highlighting global beauty).
ALLURE - June/July 2021 - The New Body Positivity - We'll start conversations on topics that impact our bodies impossible beauty standards, the beauty world's problem with fat representation, and the intersection of Anti-Anti-Aging with the body-positivity movement.
COSMO - July/Aug 2020 - Black Girls’ Guide to SPF
WHAT DOES THIS MEAN FOR YOU? WHAT CAN YOU DO?
This is a chance for BIPOC (Black, Indigenous, People of Color) makers and business owners to pitch to traditionally white and mainstream publications and get your voices and products out there!
For white-owned businesses, you can expand your audience by way of thoughtful and intentional inclusion, however it applies to your business. It could mean expanding your skincare line to include more diverse skintones, using models of all shapes, ethnic backgrounds, abilities and sizes in your marketing materials, or including diverse voices in your blog.
It will take a lot of work, and missteps will be made. Remain honest with yourselves, be willing to learn and most importantly listen to each other. Hold yourselves accountable, receive criticism willingly and openly, and you will not be cancelled.
Need More Editorial Calendar Themes?
Tin Shingle’s Editorial Calendar Collection is evolving every day! The aforementioned themes are a small sample of what is on the docket for 2021. The most important thing for you, however, is to pitch into the theme now - time keeps marching on and you want to stay relevant in your ideas for why a magazine writer or editor may feature your business.
Members of Tin Shingle with the Media Kit Membership have instant access to all of our editorial calendar deadlines. All searchable by Title and Area of Interest. Browse through and let your inspiration guide you. Tin Shingle’s membership program is designed for business owners, artist, makers and communication directors who are getting the word out about their business.
All editorial themes are provided by the publication and are subject to change.
As always, send in media contact or editorial calendar requests to member@tinshingle.com