Superdrug survey reveals 86% of the black and mixed heritage community want more inclusive beauty campaigns

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New research from Superdrug has revealed that one third of people across the black and mixed heritage community don’t feel represented when it comes to shopping for health and beauty products on the high street. As part of Superdrug’s Own Your Beauty diversity campaign, Shades Of You, 1000 consumers across the UK were asked for their thoughts on being represented in the health and beauty industry.

The survey revealed:

  • 86% said that beauty retailers should make their advertising campaigns more inclusive
  • 1/3 fedback that they feel they are not currently represented by beauty brand images (e.g., posters and brand campaigns) and said they would love to see more black women represented in a natural authentic way
  • 84% say that they think a beauty campaign specifically created for people of colour would be a positive step for a beauty retailer to take
  • 80% say that beauty retailers should hold more evens specifically for black customers

When it comes to celebrity culture and influencers, the findings revealed:

  • 85% say that they would like to see more black celebrities and influencers working with beauty brands
  • 82% say that they would be more likely to trust a brand if they had a black ambassador that they could relate to
  • 82% say that they would be more likely to buy a brand if they had a black ambassador, they could relate to

Stores and training are also important when it comes to true inclusivity. The survey revealed:

  • 83% think store teams should have specific training on make-up advice for darker skin tones
  • 87% think store teams should have specific training for giving hair advice about textured, curly and coily hair
  • 77% said they would be more likely to buy from a health and beauty retailer that has store assistants ‘who look like me’

Superdrug’s Shades Of You campaign has been built on consumer insights and research findings – a campaign created by the people, for the people. With Superdrug’s ongoing commitment to being representative of all shoppers and celebrating its diverse customer base, the brand is proud to launch such a meaningful and important campaign, highlighting diversity and inclusion in beauty.