Brands to roll-out new shades under Superdrug’s Shades of Beauty campaign
L’Oréal, Revlon and Maybelline are committing to roll-out an additional 23 shades of foundation for darker skin tones between them, as part of Superdrug’s Shades of Beauty campaign.
To front the campaign, which will initially launch online, Superdrug has recruited TV presenter and broadcaster June Sarpong, who will act as the official campaign ambassador (pictured).
Sarpong said: “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.”
The campaign was conceived with the aim of providing black and Asian consumers with more choice when shopping for foundations. Superdrug has revamped its website to create a dedicated area for those looking for products to suit black or Asian skin tones; 80 products will be on sale in this section. Not all the products will be available to buy in-store.
Superdrug met with a number of UK brands in order to challenge them to create a wider collection of dark shades of concealer, foundation and powder. Maybelline, L’Oréal and Revlon are leading the way with 23 shades due out by the end of July and more shades will follow in September.
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 hair care.