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# All-Black Beauty Packaging
The Make It Black Campaign is Changing the Definition of "Black"

By Laura McQuarrie | Published 2021-02-07 | Fashion
Source: Trend Hunter, https://www.trendhunter.com/trends/make-it-black-campaign
References: [allure](https://www.allure.com/story/pull-up-for-change-make-it-black-campaign) & [makeitblack.org](https://makeitblack.org/)

After creating the Pull Up For Change movement and organization, Uoma Beauty founder Sharon Chuter is launching the Make It Black Campaign in partnership with nine beauty brands. Brands like [Colourpop Cosmetics](https://www.trendhunter.com/trends/shadow-of-secrets-collection), [Flower Beauty](https://www.trendhunter.com/trends/flower-mountain-reload-sneakers) and [Maybelline New York](https://www.trendhunter.com/trends/maybelline-face-the-difference) are each transforming one of their products with all-black packaging, which will be available for a limited time.

As Chuter describes, What I want to tackle is language. If you look at most of the dictionaries... you will be appalled by some of the definitions of 'black,'" By repackaging beauty products in all-black packaging, the campaign fights negative connotations that are embedded in popular culture.

All proceeds from the Make It Black campaign will go towards supporting the brand-new Pull Up For Change Impact Fund.

## Trend Insights (Trend Hunter)

- Score: 4.6/10
- Popularity: 62% | Activity: 68% | Freshness: 9%
- Audience gender: 10% men, 90% women
- Primary generations: Gen Z, Millennial
- Top markets: North America

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics)

## Key Themes

### Why This Trend Is Growing

- **All-black Packaging:** Beauty brands are redesigning their products with all-black packaging to fight negative connotations and support causes.
- **Representation Campaigns:** Campaigns that represent communities are being launched to fight negative connotations in language and promote cultural awareness.
- **Social Responsibility:** Brands are becoming more socially responsible by supporting causes that align with their values.

### Industries Being Reshaped

- **Cosmetics:** Cosmetics companies are redesigning their packaging to fight negative language and support social causes.
- **Non-profits:** Non-profit organizations are receiving support from brands that promote social responsibility through their marketing campaigns.
- **Marketing:** The marketing industry is seeing a shift towards promoting more positive messaging and inclusivity in response to social issues.

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