Diversity in Beauty Brand Marketing on Instagram: The Case of Fenty Beauty

Diversity in beauty brand marketing is increasingly important as platforms like Instagram shape consumer perceptions. This study analyzes how Fenty Beauty, MAC Cosmetics, and L’Oréal represent diversity, particularly skin tone, in their Instagram content, using source credibility theory and social identity theory. A content analysis was conducted to evaluate how visual elements relate to engagement, measured by likes, comments, and shares. Findings show that Fenty Beauty features more dark-skinned models than its competitors. However, posts with darker-skinned models do not receive higher engagement. Instead, factors like model attractiveness and hair type, especially curly hair, drive interaction. Although Fenty’s posts generally garner higher engagement, the limited impact of skin tone alone suggests that representation does not directly translate into audience interaction. This study adds to digital branding scholarship by revealing the complex dynamics between inclusivity and engagement in beauty marketing on social media.