In developing its new promotional approach, Carol’s Daughter took a look at the latest US Census data, which reveal that more people are checking the “other” box (or multiple boxes) when it comes to race. To reflect the diversity of the population, the beauty brand has launched a polyethnic campaign. “When I say polyethnic, I mean women who are made up of several ethnicities,” the brand’s Steve Stoute told WWD. “If you ask them what they are, they’re going to use a lot of different words to describe themselves.”
The new campaign will feature Selita Ebanks, who is of African, Indian, Irish, and Jamaican heritage; Solange Knowles, who is of African-American and French Creole descent; and Cassie, who is of Filipina and black ancestry. “Today, people are blended, and I think the three of us are a prime example,” Selita explained. “Women in my family range from vanilla to the deepest chocolate.”
Expect to see the models’ ads out in June, along with a complete repackaging of the line rolling out by next year. Also, Mary J. Blige, who enjoyed much success with her Carol’s Daughter-aligned My Life fragrance, is set to follow up with a flanker scent, My Life Blossom, slated for an August release.
Source BellaSugar
I personally don’t have any issues with the ad campaign but I understand that upon first sight the message could be lost in translation. So my question is this; while staying with the ultimate goal of the ad campaign, to reflect beauty through diversity which polyethnic women would you have casted as spokeswomen for this new ad campaign?
If the executives at CD wanted “diverse & polyethnic” they probably should’ve looked for women of more varied skin tones. With that in mind, go through the pages of Italian Vogue’s Black Edition. There are so many gorgeous women of various ethnic backgrounds but are still brown dynamic & reflect the core demographic CD seeks to purchase their products. Contrary to popular belief, we have evolved to become a people that wish to see reflections of themselves in major advertisements.
::NEW:: Krissy Wants to Know: Who would you have casted for the Carol’s Daughter “Beauty in Diversity” ad? http://bit.ly/gg0jmb
This is what I'm referring to inwards to Carol's Daughter http://goo.gl/j9tTV
i would have chosen Nia Long, Jill Scott, and Jill Marie Jones….I’m not sure whether Jill and Nia were ever the faces of Carol’s Daughter but yeah….
What are their ethnic backgrounds?
they’re all Black women…the specifities of their ethnicities I am unaware, but i def feel like they would be more appealing to the majority of Carol’s Daughter consumers
Nia is Trini!
Who would you have casted for the Carol’s Daughter “Beauty in Diversity” ad? http://bit.ly/eobhCs #naturalhair
You mean to tell me there isn’t a black and haitian woman around whose gorgeous and dark skinned??? Oh what you mean is they didn’t look for them. If I don’t see me in the commercial (of course not me personally) I wont buy. Weird how the dark skinned woman is excluded in ads of an african american company
ooooooo, i see where you’re going…none of the women i named are polyethnic….hmmmm…
I don’t have a problem with the Ad, I do think that once you read the explanation it makes sense. The majority of those that do have a problem probably haven’t researched into why those wome were chosen. Some who were instantly offended merely thought their all “light skinned” or she’s got a weave and her hair doesn’t look like mine (referring to Cassie).
I read about this elsewhere and the angle used was completely different. Nice to get the rest of the details. Seems someone is always offended though.
Thanks. :]
::THROWBACK POST::: Krissy Wants to Know: Who would you have casted for the Carol's Daughter "Beauty in… http://tinyurl.com/4xnyjvc
I have to say I love this. I’m African, Irish, Italian, Spanish, and Creole myself and often people get offended if you don’t say you are African American because they feel like you are not proud to be black. I don’t think any of my ethnicities should take a backseat to any other. As far as the skin tone concern goes, darker skin women have to create their own products and insert themselves into ads instead of waiting for someone to do it. We as black people make progress not by waiting on someone else but by doing it ourselves. That’s one of the reasons I got into filmmaking. But, I am loving the fact that we see ourselves they way we decide, and not as media or another black person tells we have to.
THROWBACK POST:: Krissy Wants to Know: Who would you have casted for the Carol's Daughter "Beauty in… http://tinyurl.com/4xnyjvc