Can One Woman Make A Difference? Maybe, If She Works For A Global Beauty Company

Illustration for article titled Can One Woman Make A Difference? Maybe, If She Works For A Global Beauty Company

When Najoh Tita Reid was 5 years old, according to Advertising Age, one of her white friends wouldn't let her white doll play with Ms. Reid's black doll, because the black doll was "ugly." (Where did we hear that before?) Ms. Reid is now the multicultural marketing director for the world's — and country's — biggest advertiser, Proctor & Gamble Co. She plans on launching a multibrand campaign called "My Black Is Beautiful." P&G research has found that 71% of black women feel they're portrayed worse than other women in media and advertising. Yet they spend, on average, three times more than the general market on beauty products.

P&G's competitor, Dove, has already attempted to reach out to the underrepresented woman with their "Campaign For Real Beauty." This could be seen as a copycat move by P&G, but many of their slogans can easily have meaning for black women, including Olay's "Love the Skin You're In," Pantene's "Shine" and CoverGirl's "Every Woman Is a Queen." We can probably all agree that this is a step in the right direction, but how long do you think it will be before that aforementioned 71% percent of women is a more acceptable less than zero?
'My Black Is Beautiful' [AdAge]
Related: A Girl Like Me [YouTube]

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Personal experience. I'm of Chinese descent. As a teen, my mom would criticize my drug store make-up spending habits (hey, just because the foundations, powders and concealers didn't match my skintone, didn't mean that I couldn't buy lipsticks, blushes, eyeshadows and mascara), telling me that I was wasting money on "cheap stuff." (this was in the 90s, before Shoppers Drug Mart really went higher end, selling Smashbox and Benefit.) The same could go with clothes, but this is a thread about beauty products, not fashion.

Also, in Canada, Environic Analysis, using Prizm CE (Prizm NE in the US), clusters east Asians into two categories and South Asians into one. They are:

Asian Affluence: []

Asian Up and Comers: []

South Asian Society: []