CoverGirl recently launched its TruBlend Matte Made Foundation as its most expansive range and with it, a cosmetics film that pays tribute to all of the women who inspired its inclusive 40-shade range.
CoverGirl's By The Infinite is truly a short film, as it lasts just under a minute, showing quick shots of a diverse cast of celebrities, motorcycle racers and brand ambassadors—including 70-year-old model Maye Musk—to demonstrate the fact that there's truly a shade fit for everyone. After the one-minute mark, the credits roll, with CoverGirl crediting "everyone who told us what they need in a foundation" by listing the names of 1,000 women.
Across the beauty industry, consumers are campaigning for greater representation and inclusivity to make sure that the needs of previously underserved people are appropriately addressed.
What Makes This Trend Stand Out
- Inclusive Beauty Campaigns
- Brands can create short films or other forms of media to showcase diverse casts of models, celebrities, and brand ambassadors, demonstrating their commitment to inclusivity.
- Expanded Foundation Ranges
- Beauty brands can develop a wide range of foundation shades to cater to the needs of a diverse customer base, ensuring that there is a shade fit for everyone.
- Consumer-driven Product Development
- Listening to and incorporating consumer feedback and needs can lead to the creation of products that are more inclusive and better cater to previously underserved demographics.
Sectors Adopting This
- Beauty and Cosmetics
- Companies in the beauty and cosmetics industry can leverage inclusive campaigns and develop expanded foundation ranges to meet the demands of diverse consumers.
- Film and Entertainment
- The film and entertainment industry can collaborate with beauty brands to create short films and other media that promote inclusivity and diversity.
- Market Research and Consumer Insights
- Organizations specializing in market research and consumer insights can assist beauty brands in understanding the needs and preferences of previously underserved demographics.
