In the previous post I mentioned that Lupita Nyong’o has been hired by Lancôme. Lupita will be the new face for the French cosmetic and skincare company and star in ads launching this September. She is Lancôme’s first-ever black ambassador! Meanwhile Kerry Washington is representing Neutrogena and Rihanna has been tied to MAC for a while. A lot more companies are using black celebrity spokeswomen to lure in consumers of color. This is major! I like it!
Capturing consumers of color is a smart thing to do. Last year market researcher Nielsen reported that African Americans have $1 trillion in buying power and U.S. Latinos have $1.2 trillion in buying power. Asian Americans, Latinos and African Americans spend more money on beauty products than average, especially in women’s fragrance and hair care, found Nielsen. So to reach more consumers of color, more beauty brands are offering a wider selection of shades and formulations good for women of color and are using black celebrity spokeswomen. source
Not only is the beauty industry catering their products more and more to women of color, African-American entrepreneurs are creating their own lines as well. Jodie Patterson is one of these people. She launched a skin and hair line called ‘Georgia by Jodie Patterson’. She now has a beauty boutique in NYC and co-founded Doobop, an online site for the discriminating beauty shopper. The site features hard-to-find products from brands across the world and offers video tutorials and advice from experts.
I also recently found out about a website called We Are Onyx, a subscription service much like Birchbox, targeted at women of color. I’m thinking about subscribing, but I’m not sure yet. As a beauty blogger I have tons of products at home waiting to be used, so I honestly don’t need any more things to try. However, I do like the idea and the thought of supporting black entrepreneurs sounds good too!
What are your thoughts on this subject? Do you think this is a good thing or do you think companies like Lancôme are just taking advantage of Lupita’s (for example) popularity?