Lisa Price of Carol’s Daughter continues to climb the ladder to success with her collection of beauty products. In developing its new promotional approach, the company took a look at the latest US Census data, which reveal that more people are checking the “other” box (or multiple boxes) when it comes to race. To reflect the diversity of the population, the beauty brand has launched a polyethnic campaign.
“When I say polyethnic, I mean women who are made up of several ethnicities,” the brand’s Steve Stoute told WWD. “If you ask them what they are, they’re going to use a lot of different words to describe themselves.”
The new campaign will feature Selita Ebanks, who is of African, Indian, Irish, and Jamaican heritage; Solange Knowles, who is of African-American and French Creole descent; and Cassie, who is of Filipina and black ancestry. “Today, people are blended, and I think the three of us are a prime example,” Selita explained. “Women in my family range from vanilla to the deepest chocolate.”
Look for new ads featuring these three new faces sometime in June.[mashshare]