Cosmetic brands target skin concerns among people with darker skin tones
Trend - Black and people of color tend to have specific skin concerns, including hyperpigmentation that comes as a result of excess melanin production from acne or sun damage. These concerns are being targeted by some cosmetic and skincare brands, with products that are specifically formulated to suit darker skin tones.
Insight - Despite the different needs of people with lighter and darker skin tones, in North America the former is typically served while people with the latter skin tones have to make do with formulations that aren't designed for them specifically. This is changing as black-owned businesses offer more targeted products, and black and POC consumers demand that their specific concerns are also addressed by the market. The success of this hyper-specific targeting can be observed in the precedents set by brands that are leading the way in diverse representation in the cosmetic space.
Insight - Despite the different needs of people with lighter and darker skin tones, in North America the former is typically served while people with the latter skin tones have to make do with formulations that aren't designed for them specifically. This is changing as black-owned businesses offer more targeted products, and black and POC consumers demand that their specific concerns are also addressed by the market. The success of this hyper-specific targeting can be observed in the precedents set by brands that are leading the way in diverse representation in the cosmetic space.
Workshop Question - How could your brand better address the needs of a more diverse group of consumers?
