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For decades, most of the cosmetic brand are not considered minorities. They produce only a few skin products, other companies that focus on multicultural women treatment of other skin products. Now this is beginning to change, both mainstream and non-mainstream cosmetic companies began to pursue a wider range of customers. This change enables minority women who are ignored by cosmetics market with more choices.
Mainstream the Lancome cosmetics manufacturers such as l ' Oréal, have added more color options, adjust the product, making it more adaptable to non-white customers also are looking for non-white face and models. Meanwhile, it has been dedicated to multicultural women's cosmetics company including Cover FX, Fashion Fair and Iman Cosmetics are said they have more color choices than ever before.
In the United States, multicultural population of 1/3, according to the University of Georgia's economic growth racing in a survey by the Center, their purchasing power is rising faster than the national average. According to the new media Business of Fashion for the fashion business surveys, like the global cosmetics giant Avon and Procter, in the effort to build better suited to women of other races. "Today, every woman looking to have their own brand you want, find the right color. "Cover FX Chairman shalang·kelier said," to suit your color could not be found, is an insult to her. Let her feel not recognized by the company. "
This year, specifically for women's cosmetics company "Carol's daughter" filed for bankruptcy, l ' Oréal, its acquisitions. In 2014, the Lancome actress also appointed lupita·niyongao (Lupita Nyong'o) Ambassador for the brand, this is the first time the company (although the company has used non-white models in advertising). "I hope this is a symbiotic relationship. "Niyongao earlier this year on the women's wear daily (Women's Wear Daily). "Together with them, I benefit, together with me, they also benefit from it. "Niyongao take for Lancome Teint Idole Foundation is the first set of print ads (a total of 35 color), widely praised by the fashion industry observers. In 2014, the actress Zoe Saldana (Zoe Saldana) was appointed as the face of l ' Oréal Paris.
In the past 5 years, in terms of attracting diverse customers, l ' Oréal has been keeping up with Estee Lauder. Estee Lauder for his "even better makeup SPF 15 (Even Better Makeup SPF 15)" set 30 kinds of a different color, from "white" to "dark" (from "medium" to "16 colors between the dark"), the babibolang sell 20 types of foundations are color from Brown to dark brown. Most experts say that opened its first store in New York in 1991 the Estee Lauder brand Mac, is the first cosmetics company to treat all races equally, whose diverse voice to speak to that, from lierjin (Lil'Kim) Miley Cyrus · Cyrus (Miley Cyrus) to the Simpsons.
Investigation of Kline2014 year according to market research and consulting firm, United States diversified beauty market rose 3.7% over United States overall cosmetic and toilet market growth rate. New brands are emerging. Hair care brand Mixed Chicks Halle Berry, teleixi·ailisi·luosi (Tracee Ellis Ross) and Gordon f. Shea (Ciara) favorite, this year May have to enter the cosmetic sector, its first product is a foundation and bronze powder double with a bat. Taila·bankesi (Tyra Banks) with Tyra beauty brands, she plans to train 14 products even Rihanna also registered a trademark cosmetics.
Like the Fashion Fair (established in 1973), Iman (founded in 1994 by the Somali-born supermodel Iman), CoverGirl's Queen Collection (founded in 2006 with rapper Queen Latifah as the name) specifically for the services of color cosmetics brand, once focused on black women, is now trying to appeal to women of all colors. Established in 2000, Cover FX now available in 40 colors of Foundation, 12 more than a year ago, Iman began to use in advertising in Asia, Latin America, the Middle East and the Americas indigenous models, testing products in more women. "Admittedly, I am Iman cosmetics make up for black women are satisfied with the image of the cosmetics market. "Iman wrote in women's wear daily," but we have gathered from our industry more information, our positioning and advertising, to more overall strategy: when women rule the world, women of all colors are beautiful. "
Chasing the same customer focus on the minority of cosmetic companies and leading brands in a conflict. Critics said that the women all colors included in the target company and there is plenty of product type. "In advertising, there is more color. "Fashion stylist and the nature (Essence) magazine beauty Director of Alisha·basibi said," but what makes me uncomfortable is, when it comes to real Foundation and concealer, always black. Most companies stay in Kerry Washington kind of colour. Black woman than her not so good luck. "
Others questioned, these brands really create more diverse products, or is it just looks like this. Headquartered in Paris, non-white brand Black| Up laiangneier·Dulan, Chief Executive, believes that some white brand signing non-white stars as spokesmen "deception", he said, "because they are not specifically provided for colored women. They said ' we are targeting all women ', but a careful look at, this is not the case. " Buy copyright music depending on the sport in
However, he did agree to a point, in this era of trying to attract all consumers, are no longer boundaries. "He said," we have a group of Arabs using our products because we have the corresponding color. In any case, 2015, women are looking for the right color. "
(Translation: Liu Puman)
Source: Bloomberg
Original title: The World's Biggest Cosmetics Brands Are Finally Courting Minorities
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