Navigating the beauty aisle for women of color




  • In US
  • 2019-06-12 14:20:24Z
  • By ANNE D'INNOCENZIO

NEW YORK (AP) - Black and other darker-skinned women had long struggled to find makeup that matched or complemented their skin.

But a widening array of products is showing up at mainstream retailers with an eye toward the multicultural consumer.

A big game changer was Rihanna's Fenty Beauty collection, which was launched two years ago and is sold at Sephora and Fentybeauty.com. Among the highlights: 50 shades of foundation from the palest white to deep brown.

Elsewhere, shoppers can now find more variety. Target, which started offering an assortment of textured hair care brands two decades ago, has in recent years expanded its space dedicated to the category to 36 feet from 8 feet in select stores. Last year it introduced new cosmetic brands which cater to women with medium to deep skin tones. Target now carries more than 150 brands and more than 400 products that cater to the multicultural customer. Earlier this year, the discounter expanded its multicultural sun care offerings with the introduction of Black Girl Sunscreen and Unsung.

"At Target, we believe it's incredibly important that our assortment reflects the diversity of our guests," said Target's Christina Hennington in a statement.

Meanwhile, since January CVS Health has added 600 new shades of foundation and concealers. And this year, Walmart began carrying all shades of its top foundation brands across its chain: Maybelline Fit Me, Revlon Color Stay, Covergirl True Blend and L'Oreal True Match. The shade range expanded by more than 20% over the last year.

Multicultural customers tend to be engaged and more experimental, according to studies. Hispanic women who perform a beauty routine are more likely to experiment and adopt multiple steps into their routines, with two-thirds saying they create complex makeup looks, compared to 51% of U.S. women overall, according to a recent survey by Mintel. Black women are more likely to be interested in trends surrounding natural beauty products than women overall, Mintel says.

Still, "it's a big challenge to navigate," said Coye Nokes, a partner in OC&C Strategy Consultants' consumer and retail practice. "Not every skin care is right."

Here are some tips to navigate the options:

- DO THE RESEARCH: Do you want to go only with black entrepreneur-owned brands? For example, earlier this year Ulta launched Uoma Beauty, founded by Nigerian-born Sharon Chuter, who is a former executive at the luxury goods conglomerate LVHM. The exclusive collection has more than 51 foundations. Also, decide which areas you want to splurge on, says Wendy Liebmann, CEO of WSL Strategic Retail. She cited Maybelline, typically found at drugstores and other low-priced chains, which recently launched a red lipstick that it has marketed as universal and tested it on 50 diverse skin tones. Also, request samples whether from a store or from a cosmetic company.

- PLAY WITH THE TOOLS: Sephora uses Color IQ, which scans the surface of your skin, captures the exact skin tone, and then assigns it a Color IQ number. That number is used to produce precise color matches for lip products, foundations, and concealers. At Ulta, shoppers can try on makeup using its GlamLab app that lets shoppers browse, filter and play around with products. Target customers can virtually try on hundreds of makeup items, including various lip and cheek colors via a feature called Target Beauty Studio on Target's website. CVS is launching next month a new "shade finder" tool - similar to paint swatches - in 6,000 of its stores to help customers find the right shade of foundation and concealer across 12 different brands.

- TAKE ADVANTAGE OF STORE EVENTS AND SERVICES: Target offers events at its stores where customers can meet with founders of multicultural brands. Last year, it held more than 30 events and it plans to hold more than 60 this year. Sephora also offers free beauty classes that address different skin care needs and beauty and makeup interests for all clients. And classes are customized for attendees. Macy's, which has been expanding color ranges under long-time partners like Estee Lauder and more ethnic-focused brands like Black Up, says its beauty advisers are trained to understand skin care by concern.

In more than 170 stores in select markets, CVS launched CVS Pharmacy y mas, a shopping experience that provides more personalized service to the Hispanic community and includes bilingual staff. It personalizes the product selection including beauty products based on local demand.

______

Follow Anne D'Innocenzio: http://twitter.com/ADInnocenzio

COMMENTS

More Related News

Target
Target's tech trouble clogs stores with long checkout lines

A glitch stalled checkout lines at Target stores worldwide Saturday, exasperating shoppers and potentially eating into sales at a prime time for retailers, the day before Father's Day. Target temporarily closed some of its stores, including one in San Francisco, rather than risk aggravating shoppers. "Our technology team worked quickly to identify and fix the issue, and we apologize for the inconvenience and frustration this caused for our guests," Target said in a Saturday statement.

After massive Target outage, some stores say registers running again
After massive Target outage, some stores say registers running again

Target shoppers are posting to social media about long waits at the checkout line and then leaving stores empty-handed Saturday afternoon.

Target hit by nationwide payment outage
Target hit by nationwide payment outage
  • US
  • 2019-06-15 19:54:14Z

Media reports said the problem had hit Target stores across the country. Target did not give any reason for the outage and was not immediately reachable for further comment. Customers took to Twitter to complain about the outage under the hashtag #targetdown with many users commending Target employees for handling the situation well.

Over 600 U.S. companies urge Trump to resolve trade dispute with China: letter
Over 600 U.S. companies urge Trump to resolve trade dispute with China: letter

Walmart Inc, Target Corp and more than 600 other companies urged U.S. President Donald Trump in a letter on Thursday to resolve the trade dispute with China, saying tariffs hurt American businesses and consumers. This letter is the latest of many sent to the Trump administration by Tariffs Hurt the Heartland, the national campaign against tariffs supported by more than 150 trade groups representing agriculture, manufacturing, retail and tech industries.

Leave a Comment

Your email address will not be published. Required fields are marked with *

Cancel reply

Comments

Top News: US

facebook
Hit "Like"
Don't miss any important news
Thanks, you don't need to show me this anymore.