This month Superdrug celebrated two years of their #shadesofbeauty campaign and I was thrilled to be invited along to the store to meet their guests and chat about B. Makeup too. The shades of beauty campaign was initiated as a way to highlight a lack of availability on the high street of shades for deeper skin tones as well as hair care for men and women of colour. Superdrug wanted to encourage the brands within its store to cater for a wider range of skin tones after they surveyed black and Asian women in 2016 and 70% told them they did not feel represented.
It also became apparent that this affected women with paler skin tones too. The shades of beauty campaign two years on has reduced that initial 70% of women down to 25% which is an incredible start to a great campaign.

Some of the great changes to date are:

  • Superdrug launched its first Afro hair range, Black Castor & Shea
  • They are now No.1 for Afro hair care on the high street
  • 398 new foundations have launched since 2017
  • There has been a 30% increase in darker foundations since 2017
  • The Superdrug YouTube content caters for all skin tones 

Superdrug know the campaign still has a long way to go but what’s great is that the issues are being tackled and the results are positive and heading in the right direction. Listening to the costumer has made Superdrug more accessible for everyone nationwide. It was a lovely evening of appreciating the hard work Superdrug have put in and how much it means to the consumer who can now buy products on the high street which were not previously available.

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