A decision by Superdrug, a UK health and beauty retailer, to only stock foundation make-up that comes in a minimum of 20 different shades, has once again put the issue of diversity and inclusivity at the forefront of UK beauty retailing.
The announcement was welcomed widely in the media and will hopefully start a trend in the sector that will lead to permanent change.
The launch comes on the back of research by Superdrug into the shopping habits of women of different skin tones. According to their findings, two-thirds of black and Asian women agreed the high street failed to “cater for their beauty needs”. Following these findings, Superdrug launched a beauty campaign to encourage brands to release additional shades if they weren’t doing so already.
According to GlobalData Q3 2018, 77% of UK consumers are always/often/somewhat influenced by how well a beauty product is tailored to their needs and personality.
In 2017, Rihanna’s Fenty was among the first high-profile names to launch a wide range of foundation shades, signalling the make-up industry was ripe for change.
Superdrug’s latest move is a clear demonstration the company is taking its corporate social responsibility seriously. This is likely to resonate with 65% of UK consumers who are always/often/somewhat influenced by how ethical/environmentally-friendly/socially-responsible their beauty and grooming product is.
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