While many cosmetics brands do offer a variety of colors and shades for women of different ethnicities, Black Up Cosmetics is revolutionizing the cosmetics experience for women of color. The company is the first specialty cosmetics brand of its kind and though it has been around in Paris for ten years, it is now available for the first time in the US. The brand is classified as luxurious, high-end make-up and hopes to be stocked next to other luxury brands like Chanel and YSL.
But Black Up does not just focus on foundations designed to match richer complexions, although it does offer liquid foundations in 12 shades as well as other textures such as powder and creme. The eye shadows, lip colors and even accessories offered by the brand are all designed to enhance the features of darker women, whose skintone allows for brighter, riskier shades and tones.
Implications - Multiculturalism is growing in North America, and more companies are catering their products to a broader range of cultures and races as a direct result of this expansion. In addition to expanding with new products, many companies are emerging hoping to tap into the virtually unfilled niche market for culturally or racially specific products.
Race-Based Cosmetics
Black Up Cosmetics Specializes in Women of Color
Trend Themes
1. Multicultural Cosmetics - Companies are expanding their product offerings to cater to a broader range of cultures and races, creating opportunities for innovative products designed specifically for different ethnicities.
2. Niche Market Products - Emerging companies are filling the gap in the market for culturally or racially specific products, offering unique and tailored options for consumers.
3. Diverse Beauty Standards - With a focus on enhancing the features of darker women, there is a growing trend towards embracing and celebrating diverse beauty standards, which paves the way for disruptive innovation in the cosmetics industry.
Industry Implications
1. Cosmetics - Cosmetics companies can seize the opportunity to expand their product lines and cater to a broader multicultural customer base by offering inclusive and culturally specific cosmetics.
2. Fashion - In line with the trend of diverse beauty standards, fashion brands can explore collaborations and partnerships with cosmetics companies to create inclusive and culturally diverse beauty and fashion campaigns.
3. Marketing and Advertising - Marketing agencies and advertisers can tap into the trend of multicultural cosmetics to develop targeted campaigns that celebrate diversity and promote inclusive beauty standards.