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Marketing to the Conscious Consumer

How a youtuber influencer built a skincare line to spark social change.

The mutually beneficial exchange process in marketing has evolved with Generation Z’s touch on the social pulse. For the new generation, long gone are the days where trends were based on false celebrity ideals and distorted dreams. Now they demand new unedited, body-positive, politically conscious, and environmentally sustainable initiatives that drive future exchanges and brand loyalty and community.  

Social media influencer Hyram Yarbro is a notable example of successful marketing towards this new conscious consumer. He has evolved his informative and honest skincare tips on digital media platforms to a skincare line called Selfless by Hyram now globally carried in Sephora, with the social pursuit of giving back. Hyram Yarbaro has garnered his audience the past few years by recognizing the need to inform the younger generation on the complexities and realities of skincare and self-care. He has gained trust in his audience by delivering honest feedback on the ingredients and effectiveness of highly known skincare brands like Neutrogena or CeraVe to newer skincare lines like The Inky List and Youth to the People. Even with his background as a skincare specialist, his knowledge is not what sets him apart from peers and brands, it is his openness to his mental health struggles, his dedication to housing representation of LGBTQIA+ individuals, and his mission to ignite social change. 

So how does he blend social change with skincare?

So, there is no surprise when his followers not only engaged with his new skincare line but purchased it. His marketing strategy, conscious or not, is showcased through his partnership with the Rainforest Trust and the Thirst Project. A portion of the purchases will go towards protecting the rainforest from deforestation and funding clean water projects in Africa. His fans are not only acquiring a product they have built years of founded trust in but also participating in a brand community directly invested in social change. 

Now, I am not saying that his pursuits are not authentic because they very well might be. All I am saying is that I am a fan, a loyal consumer so of course, I trust him. He captured me, like so many others. So in many ways, shouldn’t we take more notice of that?

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