When it comes to shopping for high street beauty it is clear that there isn’t the plethora of product choice for women with darker skin tones, or afro hair.
Superdrug has listened to customers and has now promised to make some changes in its product range, and offer a wider choice specifically for black and Asian beauty lovers.
The Shades of Beauty campaign has been launched to tackle this issue with the aim of making it more accessible for Black and Asian women to shop affordably on the high street.
To help shape the campaign Superdrug has appointed June Sarpong as the official Shades of Beauty Ambassador. June will be the voice for Superdrug’s female black customers to help make a step change in the way the beauty industry responds to black women’s needs.
June Sarpong comments: “As a black woman I know how hard it is to find affordable beauty products. I can’t wait to get going and be a voice for black women and I’m delighted that Superdrug is listening to customers and is going to help make a real change.”
To kick start the campaign Superdrug has redesigned its website to create an area specifically for Black and Asian beauty products. This area will offer over 80 products that cater for Black and Asian hair and bring together makeup in darker skin tones. While these products are not in all stores, everything online can be ordered for collection in customers’ local stores, or Health & BeautyCard members can have their order delivered to their home free.
Superdrug has met with all the UK’s largest makeup brands to challenge them to help offer a wider collection of dark shades of foundation, concealer and powders.
Sarah Gardner, Head of Beauty at Superdrug said: “We know that we’ve not offered all our customers the products they need in the past, but we are going to do our best to address this issue once and for all.
“It is crazy to think that in 2016 women with darker skin may have to spend twice as much for a foundation to match their skin tone or have to go to a specialist stores to find suitable haircare.
“The first step of the Shades of Beauty campaign will be online, and we’re delighted to say Maybelline, L’Oreal and Revlon have all risen to our challenge and will be launching an additional 23 shades for darker skin tones by the end of July. September will also see more shades launch.
“We know this is a small start, but we’re determined to see this through and ensure that when women with darker skin come into our stores they will find a good choice of shades, and find the perfect match for them.”