Superdrug has launched a new campaign which aims to make beauty products for Women of Colour (WoC) more accessible on the high street. The Shades of Beauty campaign will deliver a better service for WoC by offering a much wider choice of products that cater for them. The hair care range has been increased by 40% and soon the makeup range will include lipsticks, concealers and foundations that suit our skin tone.
Superdrug have recruited TV presenter, June Sarpong as the official Shades of Beauty Ambassador. June will be the voice for the brand’s female black customers to help make a change in the way the beauty industry responds to brownbeauty needs.
The beauty store has redesigned its website and created an area specifically for beauty products for WoC. This area will offer over 100 products that cater for Black and Asian hair and bring together makeup in darker skin tones. Even if you can’t find everything in your store you will be able to order them online for collection in your local store. Health & BeautyCard members can have their order delivered to their home free.
Cake Cosmetics will available to purchase on the Superdrug website. This is a perfect match as the makeup brand is targeted mainly at Indian, Caribbean and African skin tones, with the goal of meeting the makeup needs of women who struggle to find their skin-tone being catered for. Their prices are very on brand, starting at just £3.
What is so interesting about this campaign is that Superdrug has stated that they have met with all the UK’s largest makeup brands to challenge them to help offer a wider collection of dark shades of foundation, concealer and powders. They certainly mean business. Maybelline, L’Oreal and Revlon will be launching an additional 23 shades for darker skin tones by the end of the month and there will be more shades launching in September. It sounds like Superdrug are really serious about tackling product inequality in high street beauty.
For more information, please visit the new website.
You can watch Jo from Patent Purple Life’s video of June Sarpong’s speech at the launch of Shades of Beauty below.