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A new initiative from two former Google execs is using AI to measure top beauty brands’ inclusivity efforts.
The SeeMe Index aims to help both brand marketers identify effective marketing strategies and consumers determine which brands are taking significant steps toward inclusivity. It offers a “Seal of Approval” to brands that score 200 or more points using the company’s methodology, which uses “responsible AI,” coded to include individuals who are gender-nonconforming. The index measures six identity dimensions—gender expression, age, skin tone, body size, visible disability, and observed sexual orientation—across public advertisements, product lineups, and DE&I commitments.
The index was founded by SeeMe CEO Asha Shivaji, who previously oversaw marketing strategy for Google’s Advanced Brand Acceleration Team, and is also a vet of Johnson & Johnson and Estée Lauder, along with COO Jason R. Klein, a former L’Oréal marketer who most recently served as Google’s head of Human Truths, Analytics, and Data Innovation.
“This company and our vision allow people to feel seen and included while answering the #1 question brands asked us while at Google: "How do I know if my inclusive marketing strategy is working?"’ Shivaji and Klein wrote on LinkedIn.
The SeeMe Index ranked the top 40 beauty brands (as determined using sales data, media coverage, and research platforms), organizing brands into four segments: Certified Inclusive (which SeeMe defines as being “at the forefront of inclusivity”), Acts Inclusive (showing a strong dedication to inclusivity), Feels Inclusive (making meaningful strides but inconsistent), and Thinks Inclusive (showing promise, but “efforts have yet to fully materialize”).
MAC topped the list with a score of 256.7, the SeeMe index identified its work to support the Black and LGBTQIA+ communities as a “notable inclusivity effort.” In second place, Dove scored 245.8; the index recognized its fight against race-based hair discrimination in its support of the CROWN Act. Estée Lauder, L’Oréal Paris, NYX Cosmetics, Maybelline, Fenty Beauty and Fenty Skin, E.l.f., YSL Beauty, and Olay rounded out the top 10, while ColourPop, Covergirl, Dior Beauty, Kylie Cosmetics, and SK-11 fell to the bottom, all identified as “Thinks Inclusive.”
Rankings for other industries are coming soon, the company said; its website lists industries like retail and fashion, personal care, and food and beverage.