Beauty News: Solange Knowles, Cassie and Selita Ebanks the New Faces of Carol’s Daughter
Beauty brand Carol’s Daughter, a longtime brown girl favorite, has announced that singers Solange Knowles and Cassie, and model Selita Ebanks will be the new faces of the brand’s new multicultural ad campaign. In an effort to reflect current Census data, the brand wants to appeal to a demographic of women who identify as multi-ethnic, according to Carol’s Daughter Chairman Steve Stoute (Cassie is African-American and Filipina, Selita is Jamaican, Irish, Indian and African, and Solange is African-American and French Creole). Here’s a quote from Stoute’s interview with 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.”
[Our goal us to appeal to a] “millennial generation, which is basically a colorless society. 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.”
Ummm…right. While I am a fan of each of these three ladies and can appreciate Carol’s Daughter trying to be more inclusive, I can’t help but think that the brand is really reaching here (and a serious side-eye goes to Steve Stoute and his “colorless society”). To me, Carol’s Daughter has always been geared toward women of color, regardless of their specific ethnicity. Why couldn’t they just say “Hey we’ve got three gorgeous new spokeswomen. Here they are!”, and leave it at that? Why the apparent need to break down their ethnic makeup? What about the women who have supported this brand from day one, who may not be multi-ethnic? Are they being represented here?
I don’t know, maybe I’m over thinking things. What do you guys think? Is Carol’s Daughter’s new ad campaign on point, or totally missing the mark?