Inkludering på Instagram : En kvalitativ studie om hur Caia Cosmetics och Lumene kommunicerar inkludering av olika utseenden visuellt på Instagram

Abstract The beauty industry has long been criticised for its limited representation of skin tones, where lighter skin tones often dominate and are presented as the norm. In response to this criticism, beauty companies have started to advocate diversity and inclusion on social media. The purpose of this study is to investigate how two Nordic companies, Caia Cosmetics and Lumene, visually communicate inclusion through the representation of different appearances on their Instagram platforms. Furthermore, their similarities and differences will be analysed. To determine this, a qualitative thematic content analysis is used, where 24 Instagram posts from the official accounts of the companies are analysed. The main focus is on the skin tones represented, while other appearance-related factors such as skin texture, age and sex are also included. Three theories sit at the core of this study: Representation Theory, Platform Society Theory and Social Identity Theory. The results show that while both companies attempt to be presented as inclusive, their methods differ. Caia Cosmetics shows a broader representation of skin tones, although lighter tones still dominate. However, their posts communicate a more perfectionist ideal where the models’ appearance is portrayed as flawless and polished. On the other hand, Lumene, while representing fewer skin tones, offers a more relatable and natural portrayal of its models. This study shows that inclusion not only relates to who is shown, but also how people are presented in a company’s visual communication on Instagram.