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Carol's Daughter Launches Campaign With Solange Knowles, Cassie, and Selita Ebanks

Carol's Daughter Launches Multiracial Ad Campaign

In developing its new promotional approach, Carol's Daughter took a look at the latest US Census data, which reveal that more people are checking the "other" box (or multiple boxes) when it comes to race. To reflect the diversity of the population, the beauty brand has launched a polyethnic campaign. "When I say polyethnic, I mean women who are made up of several ethnicities," the brand's Steve Stoute told WWD. "If you ask them what they are, they're going to use a lot of different words to describe themselves."

The new campaign will feature Selita Ebanks, who is of African, Indian, Irish, and Jamaican heritage; Solange Knowles, who is of African-American and French Creole descent; and Cassie, who is of Filipina and black ancestry. "Today, people are blended, and I think the three of us are a prime example," Selita explained. "Women in my family range from vanilla to the deepest chocolate."

Expect to see the models' ads out in June, along with a complete repackaging of the line rolling out by next year. Also, Mary J. Blige, who enjoyed much success with her Carol's Daughter-aligned My Life fragrance, is set to follow up with a flanker scent, My Life Blossom, slated for an August release.

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Join The Conversation
Annie-Tomlin Annie-Tomlin 4 years
When I lived in New York yeaaaaars ago, Carol's Daughter was still run out of a small little shop in Fort Greene. And while I always felt the shop was welcoming to everyone, and had products for a wide variety of people, its products for Black hair really got people talking. One of the company's challenges is to keep that core reputation (of having products that work for Black women) strong while showing that it has a wide product range suitable for women of different ethnicities, races, and backgrounds. I think this ad does that really well.
EricaJane EricaJane 4 years
Solange just looks out of place in the photo. They are so gorgeous, esp Cassie. I love that they featured a girl with pretty edgy hair for a beauty campaign.
GummiBears GummiBears 4 years
To Anonymous that posted at 1:34, Cassie is multiracial. So she can be the face of those who are a mixed heritage. If we want to be technical, Selita is from the Caribbean so she could be of different ethnicities. I can see why Carol's Daughter tends to be focused on a niche market because she wants to create a core group in which she can develop products for. Then when she has conquered said market, she can expand. I have seen it many times in many beauty and hair markets.
ItsGlisten17 ItsGlisten17 4 years
I mean, I'm Brazilian and mostly everyone from Brazil is mixed race... Maybe another brand will represent other mixed races :) That would be awesome..
roma18 roma18 4 years
So this is definately a good postive step! Bravo to them
roma18 roma18 4 years
Jessiebanana, many Middle Easterns have thick and curly hair that could use some help! I've also have an Egyption friend that has kink in her hair. Some Indians also have thick wavy hair that won't find these products heavy at all. You missed my point. I was not tyring to say Carol's Daughters should produce universal products for every race. I was trying to say that these companies need to promote "other" races that get ignored as well. Plus this company doesn't just produce hair products, they have variety of other products that could be advertise to ALL races.I've seen them on HSN/QVC and all their models are either white, black or mixed of both. All I was saying was more variety please.
Jessiebanana Jessiebanana 4 years
Roma and ItsGlisten I think the reason they'll keep it to certain mix races is because Carol's Daughters is ultimately a hair care brand and while some products can be universal for the majority of products you need to have a certain level of curl or kink in your hair. Someone of pure Asian, Indian or certain groups of Hispanic descent are going to find a lot of the products too heavy. I think the intent is to diversify the image of the people who use the products. It wouldn't make much sense though to advertise to people who don't.
ashleyheatherr ashleyheatherr 4 years
Pretty girls, all my romodels.
Diana615 Diana615 4 years
BTW...They are beautiful women.
Diana615 Diana615 4 years
I think it's a positive step that are addressing this. Not so many years ago the industry wasn't so forward thinking. They assumed women were either white or black. It's refreshing to see them taking steps to correct this. It's a shame it took so long.
ItsGlisten17 ItsGlisten17 4 years
I wish other mixed races were represented!
Burkina Burkina 4 years
:( Thats sad to hear.
roma18 roma18 4 years
LOL, everytime I checked the "other" box at school, I automatically thought of the movie "the others". I don't know why, but the "other" box made me feel like I was living in this society but was completely invisible.
Burkina Burkina 4 years
Carol's Daughter doesn't need to change, its the other brands that do. Jaime is right, MAC came to mind too.
Jaime-Richards Jaime-Richards 4 years
Other brands are definitely taking steps (MAC, Estée Lauder come to mind) to be more diverse, and hopefully this becomes the industry standard.
Gdeeaz Gdeeaz 4 years
I agree with roma.
nikkeeb nikkeeb 4 years
i echo roma....it was semi-traumatic as a child to check "other" for race on standardized tests, haha
roma18 roma18 4 years
Hopefully they will include other races as well!
bryseana bryseana 4 years
I hope this diversity catches on with other brands.
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