Photographed by Cliff Watts at Milk Studios, the three starlets represent multiple ethnicities—Cassie, African-American and Filipina, Selita, Jamaican, Irish, Indian and African and Solange, African-American and French Creole—which coincides with trends emerging from the U.S. Census as Chairman Steve Stoute told WWD.
“What we’re doing now is moving into a polyethnic space. When I say polyethnic, I mean women who are made up of several ethnicities,” Stoute explained. “If you ask them what they are, they’re going to use a lot of different words to describe themselves. That’s in line with the Census data coming out — people are checking much more than two boxes.”
The three stars’ looks are just as diverse as their ethnicities. Their hair textures range from sleek tresses to waves to natural curls and skin tones from olive to brown. With the new campaign which debuts in June, Carol’s Daughter becomes one of the first beauty brands, alongside Estee Lauder, to recognize the value in marketing to diverse clients with various complexions and hair types.
The company’s goal is to appeal to a “millennial generation, which is basically a colorless society,” said Stoute. “They don’t see color anymore. They’ll say, ‘my father’s black, my mother’s white’ — there are all these ethnicities that make up these people, and what we decided to do was mirror what’s happening in America.”
What do you think of Carol’s Daughter’s new campaign? Do you agree that America is becoming a more “colorless” society?
-Jessica C. Andrews