We have a new client that makes beauty products for Black women, and I am a white man and have been asked to head up the account and I'm not sure if there is anything I should do to acknowledge that I do not have any frame of reference to understand the product or if I should continue on business as usual. I feel that addressing the elephant in the room might be the best way to go, but I don't want to do it the wrong way. Help?

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A third approach could be to begin to learn about the beauty needs of Black women that are relevant to the account. If the account makes foundations, for example, it would be helpful to learn about the gaps in the mainstream brands around inclusivity of colors. I’m not a Black woman myself but inclusivity issues are huge problems in the beauty industry that affect business longevity, marketing, and ethics for everyone.

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Good question and I don't know the right answer but as a black woman responding to this question, I like the approach of being direct in a way. Now, the consideration of you being asked to head up the account is hopefully based on your established ability in being an account director. It's an opportunity to learn something new so if you are hesitant because you are not familiar with the product, perhaps phrasing the question in a way that inquires how you can learn more, I think that would go over well. By being on this account, it allows for a diverse group of people to work together and hopefully learn more about each other while promoting a product.

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Thank you for being honest and self aware. I would honestly be respectful of her being a black woman but at the same time let it go and any inhibitions you may have about black women. As with any client, let them do all the talking. Ask good question and be supportive and very open minded. She will bring a lot of knowledge. The fact that you are asking the question, tells me that you are going to do awesome.

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Your new account is a client, and will likely have the same needs as any other client that hires you. The biggest thing, and you likely already know this, is to ask your key client contact what they are looking for in your role, and deliver accordingly. You reaching out, getting support on the product, and acknowledging your lack of frame of reference makes a ton of sense - the same way it would be if you were working on a pharmaceutical company or hotel chain that you have no direct knowledge of. Bringing in supporting resources that would have direct knowledge of the product and the needs of the target audience, exactly like you would do with any other account where you don't have a frame of reference, is to be applauded. I support industries that I knew nothing about when I took them over and I find that people with the proper frame of reference are always willing to help. You all have the same goal of delivering a satisfactory result for your client. Good luck with the new role!

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Is there a black person on the team who can be brought in on the account? Maybe even if someone is in a jr role that is African American that can offer insight? It’s great of you to acknowledge the knowledge gap and wondering if this could be an opportunity to allow a POC to take lead on an account that maybe otherwise wouldn’t have had the opportunity. I unfortunately don’t think blanket research is going to provide you in depth insight but it can definitely help! Good luck!

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Asian American woman here - came here to say this!

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Thanks everyone. This is really helpful. Lots of advice here and I really appreciate it. I think having another person involved who can relate is a good idea provided I can find someone and introduce them without a lot of awkwardness, and I'm also going offer to the client that I'd love to gain some more in depth education on the product and customer's needs and in that way express that I know I really don't know.

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Hi, I’m a black woman and also an Equity, Diversity and Inclusion specialist. I think it’s great that you are self aware enough to recognise the issue at hand, especially as your lack of lived experience could result in an unintentional mistake within your work. I recommend raising it with an internal (or external) EDI professional to your organisation to allow for the best result. I’m happy to also be contacted further about this, if needed. Research could be a good place to start, however your consumers for this beauty product will appreciate the authentic and inclusive approach to this, and it also avoids any embarrassing mishaps, as has happened with other large brands who have not consulted their DEI professionals.

Hope this helps!

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Thank you for acknowledging and being aware.

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Really good thread here! I appreciate the uplifting recommendations and sentiment!

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