By Gerrie Summers
In 2009 I attended a press breakfast for Carol’s Daughter. The company founded by Lisa Price had teamed up with Disney to launch a limited edition children’s bath and hair collection in conjunction with release of “The Princess & The Frog,” an animated movie featuring Disney’s first African-American princess.
I noticed that a number of Latina beauty editors were in attendance. A Latina attendant, who was working with Lisa Price on this project, addressed the editors and beauty writers, speaking about her involvement and the special hair care needs of bi-racial children. So I wasn’t surprised when two years later Carol’s Daughter launched the Beauty of Diversity campaign.
The campaign was inspired by the U.S. Census Bureau’s findings that more than 9 million citizens checked “other” or multiple boxes when identifying their race. Price decided to reach out to this untapped multiracial market for a new hair care line called the Monoi Repairing Collection. This is not an unusual strategy for a company seeking expansion and growth.
The resulting “polyethnic” campaign features three celebrity spokeswomen based upon their diverse ethnic backgrounds–singer Cassie (African American and Filipina) actress Selita Ebanks (Jamaican, Irish, Indian and African American) and singer Solange Knowles (African and French Creole).
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