One of the most controversial yet ingenious marketing strategies that was once used repetitively by many Indian businesses was the “fair is beautiful” concept. This opened the market to capture multitudes of sales across India, demonstrating the power of cultural psychology marketing. Enter Fair & Lovely. Every Indian globally knows this brand, even if they aren’t familiar with its new name, Glow & Lovely, following a wave of controversies.
Despite the controversy, this company is now worth billions of dollars in equity. Not only is it the most recognized household beauty product in India (and among Indians worldwide), but it also serves as a prime example of what cultural psychology can achieve when combined with thorough cultural studies and strategic client targeting.
In this post, I’ll explore five key ways to target clients using cultural psychology, supported by relevant practical examples. Understanding and applying cultural psychology has long been a powerful marketing tool, and it can help you maximize your marketing impact—or even recognize these ‘gimmicks’ as a savvy consumer.
1. Tapping into Cultural Norms and Values
Understanding the market is essential, but delving into the intricacies of a culture can be challenging. Below are some steps to quickly grasp how to incorporate cultural psychology into your marketing practices. The examples provided are illustrative and not based on actual research.
- Identify the Target Audience: Start by specifying key demographics such as gender, country, and age range.
- Example: Male, USA, 24-32
- Recognize Common Psychological Issues: Determine prevalent psychological concerns within the targeted group at the current time.
- Example: A persistent feeling of loneliness
- Understand the Dominant Belief Systems: Identify core beliefs that are widely held by the target audience.
- Example: Being ‘cool’ is determined by socializing abilities.
- Research Common Biases: Explore common biases or perceptions that influence the target group’s behavior.
- Example: The belief that being ‘cool’ equates to success
- Develop a Comprehensive Strategy: Combine these insights to create a detailed plan. The more specific the details, the more effective your strategy will be.
- Example: Men in their late 20s in the USA often struggle with making friends and frequently ‘mask’ their true selves. They prioritize cars as social markers and measure their attractiveness by their number of romantic partners.
As you can see, understanding the cultural norms and values of your target audience equips you with valuable insights. In this context, knowledge truly is power.
A practical example of a cultural psychology marketing is the AXE ad from 2018, which capitalizes on men’s need for social standing by presenting AXE as a tool for achieving it.
2. Find Messages That Resonate
To effectively tap in to consumer psychology in your marketing strategy, the insights gathered in the first tip become your foundation for creating impactful messages that resonate with your target audience.
Let’s look at Replika.
Their message, “Always here to listen and talk. Always on your side,” is expertly designed to address the current psychological crisis of loneliness.
While I could provide detailed studies showing how loneliness has become a widespread issue across many cultures, you likely already feel this yourself or know someone who does.
Recognizing that a global “culture” of loneliness has emerged, there is a clear market opportunity for products like a “virtual AI companion who cares.” The messaging throughout Replika’s marketing strategy is meticulously designed to offer relief to those affected by this cultural issue, making the product highly appealing to its target audience.
Though developed in San Francisco, USA, Replika effectively targets a broader global market by addressing a universal psychological need.
Crafting messages that are culturally attuned to consumer psychology leads to deeper resonance with your audience, ultimately boosting engagement and profitability.
3. Adapt Products to Cultural Preferences
It’s crucial to not only tailor your marketing messages but also design and adapt your products or services to align with:
- Current cultural preferences
- Prevailing cultural preferences
- Emerging cultural preferences
The rebranding of Fair & Lovely to Glow & Lovely in India was an attempt to address shifting cultural preferences, where the marketing of “unhealthy fair skin obsession” was increasingly criticized. However, merely changing the name wasn’t enough, as the product itself remained the same, leading many to dismiss the brand’s effort as superficial.
In contrast, the recent rise of Minimalist products illustrates a more effective approach. As possibly the first well-known skincare brand in India to prioritize transparency and honesty in ingredient listing, their motto of “Honest, Authentic & Affordable” resonated deeply in a market where skincare products were often viewed with skepticism. By applying cultural psychology marketing allowed Minimalist to lead the skincare industry, not just in India, but on a global scale.
Inspired by the concept behind The Ordinary (a skin care line initially aimed to provide affordable skin care to the US market), Minimalist adapted the idea to fit the Indian mindset and cultural context. Whether or not other honest skincare brands existed in India, Minimalist’s marketing strategy was so effective that it quickly dominated the market.
By adapting products originally designed for the U.S. market to better suit Indian consumers, Minimalist addressed not only the needs of Indian skin but also the psychological fear of deception prevalent among Indian customers. This dual adaptation of both product and marketing strategy ensured the brand’s long-term success.
Customizing products and services, along with marketing messages, to better align with the specific culture you’re targeting is key to ensuring your business’s durability.
4. Engage Local Influencers and Cultural Icons
Building trust with your target market is crucial, and one of the most effective ways to do this is by assuring your product or service’s reliability through collaborations with influencers and cultural icons specific to your target’s locality.
Huda Beauty, a makeup line founded in the UAE, exemplifies this strategy perfectly. Having started as an online influencer herself, Huda Kattan understood the profound impact that internet celebrities have on their millions of followers.
Huda frequently launches product lines in collaboration with multiple influencers across the internet. For instance, her recent collaboration with Lottie Tomlinson, a makeup artist and social media teen sensation from the U.S. with over five million followers, showcased this approach.
By partnering with influencers trusted by her audience, Huda was able to market Huda Beauty as one of the top-selling makeup brands internationally. These product reviews and demonstrations not only verified the brand’s quality and reliability but also resonated deeply with various cultures who identify with their trusted icons.
Even in the early stages of building your brand, opportunities for collaboration are abundant. By understanding which influencers or celebrities are popular not just within your industry but also among your target cultural audience, you can identify valuable opportunities.
High-profile reviewers, like Gordon Ramsay, often engage with content online, offering chances for free publicity and informal collaboration. Similarly, YouTube channels with millions of followers and trusted social media accounts provide reviews that can build trust with their audience. Focusing on visibility and approaching these figures can be instrumental in establishing your brand.
Ensuring that your brand, product, or service is trustworthy is fundamental to effective marketing, and understanding the markets’ cultural idols is a powerful way to achieve this.
5. Stay Culturally Updated
As already established, adaptation is essential for both your product and marketing strategies. As culture evolves within your target market’s locality, staying attuned to the intricacies of these changes ensures prolonged visibility and business longevity.
Take Gordon Ramsay, for example. Initially known as a traditional chef, he successfully transitioned into a celebrity chef through television first. He then recognized the potential in engaging with content creators in the cooking field across the internet. By branching out on his own social media accounts to review TikTokers and YouTubers, Ramsay capitalized on the idea of cultural adaptation.
This strategy not only attracted the followers of smaller channels to his own but also transformed him from a television star into an online sensation. He understood that a significant portion of his younger audience was increasingly consuming content online. By creating quick, engaging videos that addressed the “lack of time” concern, Ramsay kept his brand relevant and updated in the fast-paced food industry.
To create impactful marketing, it’s crucial to stay up to date with cultural trends, use the most popular platforms in your locality, collaborate with emerging brands and current celebrities, and continuously update your product line or services. All these elements work together to ensure your brand remains influential and resonant.
Final Thoughts
Understanding and applying cultural psychology marketing is crucial for effective client targeting. By staying attuned to cultural shifts, adapting your products and messaging, and collaborating with trusted influencers, you can ensure your brand’s success across diverse markets.
For further reading on the topic, Psychological Foundations of Marketing – The Keys to Consumer Behavior by Allan Kimmel, Allan J Kimmel is a great resource.
My article on Mind Over Marketing is a quick guide to 7 Psychological Strategies for Business Growth. Don’t miss out on the section of ‘Practical Tips for Implementing Psychology-Based Marketing’.
Ready to elevate your marketing strategy? Start by analyzing the cultural psychology of your target audience today.
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