What was, not so long ago, known obliquely as multicultural beauty and often sold off shelves and isles quite separate from so-called mainstream beauty is becoming much more commonplace thanks to new ingredients, new product formulations, new brands, new approaches to marketing and retail, etc.
Rihanna’s Fenty Beauty launch in September of 2017, which included 40 shades of foundation, is often held as an industry benchmark now. And stores like the newly opened Brown Beauty Co-Op in Washington DC are continuing to shift expectations about the variety and availability of cosmetics and personal care products for women of color.
Inspired by WOC
Press materials about Cover Girl’s new Full Spectrum Collection explain that the product line was “inspired by women of color.”
Explaining further, a brand representative tells Cosmetics Design, “Understanding that inclusivity goes far beyond shade ranges, Full Spectrum was developed with the unique shade and skin needs of multicultural women in mind.”
“Providing products for eyes, lips and face, the vast shade ranges are accompanied by rich pigments that were designed to pop against darker skin tones. All of the products were created to cater to the unique skin needs of WOC, delivering products that will create amazing looks for any occasion,” she explains.
Places and faces
This month the new collection is available exclusively on Ulta.com. In 2019 Cover Girl will roll out The Full Spectrum Collection at mass retailers both online and in stores with doors across the US.
At launch, Full Spectrum comprises these color and complexion products: 20 shades of liquid foundation, 12 shades of powder foundation, 6 concealer shades, a universal contouring palette, a three-color cheek palette, a universal primer, 20 shades of lipstick, 12 shades of liquid lipstick, 14 shades of lip gloss, 4 different eyeshadow quads, an eight-shade shadow palette, and 6 eyeliner options.
The collection is “an entirely new line of products,” according to company press materials, which go on to illustrate the sort of marketing that will back up this Cover Girl line extension: “Full Spectrum brings out your truest tones with super rich pigments that pop and bold and hydrating shades that stand out – no more downplaying, it’s the full you, full spectrum!”
Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.