WWD reported yesterday that big brand cosmetics companies are discovering the value of the multi-ethnic consumer and recognizing she is under served and absent from both their marketing and product development strategies.

“A growing number of women in the U.S. who associate themselves with multiple ethnic backgrounds, thus making it difficult for them to find brands that speak to them – or work for them – completely,” the article reads.

It’s important to note that Mixed Chicks has long been a proponent of embracing the multi-ethnic consumer. And last year, Carol’s Daughter created quite the firestorm when they announced plans to attract and cater to women of multi-ethnic backgrounds with a campaign featuring Solange Knowles, Selita Ebanks, and Cassie Ventura (cover above). However, it seems they’ve sparked a trend among cosmetic companies, echoed by global beauty industry analyst Karen Grant. She tells WWD:

“The world today is not a black-and-white one. [It is important to] allow for women to embrace brands without thinking they are making an ethnic choice… Brands that have done well have recognized the potential in their portfolio. The ethnic complexion in the U.S. is constantly changing.”

Do you agree, Clutchettes? Should brands change their focus from “black and white” to target multi-ethnic groups? Do you feel the multi-ethnic community is under served in the beauty industry?

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  • michele willis

    I believe Carol’s Daughter created a firestorm regarding her new campaign adding multi-cultural women because there were no 100% black women in the campaign. All of the women in her campaign were of mixed descent. Black women are becoming invisible in marketing campaigns. Instead, companies are using multi-cultural women to represent black women.