Carol’s Daughter: A Revolution in Black Companies

November 28th, 2011 - By Alexis Garrett Stodghill

By Gerrie Summers

Carol's Daughter

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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  • http://pulse.yahoo.com/_WKYLEDKRK4TJSZQZHMPGPJBU54 ono

    I’m surprised at Solange for being apart of this campaign, she always seemed to embrace her blackness, and I don’t care about that French creole sh%*! In America, you walk outside thinking your half this or that and have African blood in you, will be reminded somewhere along the way down that pale street, you’re black. Don’t forget it.

    That said, I appreciate the campaign, but I don’t see the need to put so much emphasis on skin and ethnicity. Hair types have nothing to do with skin complexion. There are women who are biracial that have extremely mixed ancestry but don’t look it. I am descended of mainly Africans but have ancestry that traces to Native American and white peoples. You would never know by looking at me, but I share the problems that Natural Sistah has with hair care -possibly because of this. So for me, who would have loved to see my dark brown skin self up there representing the product I do use, I’m unimpressed. And feel a little left out. I will say again; HAVING A CERTAIN SKIN COMPLEXION HAS NOTHING TO DO WITH THE TYPE OF HAIR YOU HAVE. I’m a mixed dark skin woman and use this product. I would have liked mo loved to see my face in this campaign. 

    And I would also like to speak for a friend of mine, who is of of Indian, Thai, and African descent who also uses the product and has beautiful dark skin. I understand that you only want to promote the idea of European traits being attractive to sell those skin lightening creams your secretly promoting, but i’m chocolate mixed and love it. So at least represent that girl, there are more than a few of us out here. 

    Thanks.

  • Guest

    Well thats business 101, start out with a black based business and when you gain money forget about them and cater to whites and other. Just make sure you dont make them mad, oh wait I forgot we will always take them back.

    • Natural Sistah

      Well, as a “polyethnic” girl who has spent literally thousands trying to find correct products for my natural hair, I was very thrilled that they took the time to acknowledge my needs as well. I have very fine hair with a s-curl pattern (4B-ish), but most products were either too heavy & caused me to break out, too strong and left my hair a crimpy mess, or completely innefective, leaving my hair matted & tangled. None of the girls in the campaign are “white”, so how are they abandoning their core market? Thank you Carols Daughter!

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