Cosmetics brand, Carols Daughter, is redefining the meaning of being beautiful. Theyve cast Cassie, Solange Knowles and Selita Ebanks for the brands new multicultural ad campaign. The three stars represent multiple ethnicities: Cassie, an African-American and Filipina; Selita, Jamaican, Irish, Indian and African; and also Solange, African-American and French Creole.
The many mixes of ethnicity reflect the trends emerging from the U.S. Census. Chairman Steve Stoute told WWD:
What we’re doing now is moving into a polyethnic space. When I say polyethnic, I mean women who are made up of several ethnicities. If you ask them what they are, they’re going to use a lot of different words to describe themselves. That’s in line with the Census data coming out — people are checking much more than two boxes.
The ad was photographed by Cliff Watts at Milk Studios and the new campaign debuts in June.
Carols Daughter will become one of the first beauty brands, alongside Estee Lauder, that recognizes the marketing value of diverse clients with a wide variety of complexions and hair types.
Stoute again stated:
The company’s goal is to appeal to a millennial generation, which is basically a colorless society. They don’t see color anymore. They’ll say, ‘my father’s black, my mother’s white’ — there are all these ethnicities that make up these people, and what we decided to do was mirror what’s happening in America.
Colorless society? Now this is interesting.
Thoughts?
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