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Sunday, 10 July 2016

Superdrug's #ShadesOfBeauty Campaign

So Superdrug have stepped forward and acknowledged the lack of products on their shelves for women of colour, they are not the only ones of course, but they are the first to make an official pledge to address the lack of diversity on the highstreet. They've made a commitment to address this with the #ShadesOfBeauty campaign, they've signed TV presenter June Sarpong as the official ambassador, to help raise awareness of the issue and drive change.

TheFoundationDirectory; Superdrug #ShadesOfBeauty Campaign
Superdrug commissioned independent research, almost 600 Black and Asian women were questioned, and the outcome is probably no surprise to you and I. 70% felt the high street doesn't cater to their beauty needs, 55% want more affordable makeup available for their skin tones and 75% think there isn't enough advice and guidance on the high street for their beauty needs, to name a few outcomes.
TheFoundationDirectory; Superdrug #ShadesOfBeauty Campaign
As a start Superdrug have over 100 products available in 140 stores that cater to Asian and Afro hair, these include brand like Shea Moisture, Dark and Lovely, Vatika, ORS & Palmers to name a few. They have redesigned the website to create an area specifically for Black and Asian products, met with all their makeup suppliers and challenged them to expand the shade range of their foundations, Maybelline have confirmed new darker shades by the end of the year. They've also added new brands that cater to brownbeauties like Cakecosmetics, which will also be available online from August. If your local store doesn't carry the full range you can order online and get free instore delivery, or home delivery if you are a beauty clubcard member. I do hope however that things actually end up on the shelves and not just online, so we can swatch and pick appropriate shades.

Aallexxy with June Sarpong Ambassador for Superdrug #ShadesOfBeauty Campaign
I'm so happy Superdrug is doing this campaign, I mean it's only 2016, hopefully other drugstores will take note. I know Boots have already expanded and include more haircare brands for women of colour, so hopefully it can only get better from here.

Do you feel enough is being done? Have you noticed a difference in your local Superdrug?