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Ethnic Cosmetics Fit New Beauty Paradigm

By: Sara Mason
Posted: December 12, 2008


There is beauty to be found in the diversity of women all over the world, and what makes them different also brings them together—color. Thevi Cosmetics’ sleek, modern line in rich and vibrant shades is just one of many new ethnic cosmetic collections that celebrates the unity of color.

“Color is influenced by lifestyle, fashion, home décor, tradition and every aspect of our lives,” says Thevaki Thambirajah, founder of Thevi Cosmetics. “We have an opportunity to emphasize not a trend but an everyday expression of self, femininity and powerfulness in a dramatic way for every woman through color cosmetics.”

The opportunities are undeniable. Ethnic consumers generally buy and use more makeup and are more playful with color. “When compared to the general population, ethnic women have a high percentage rate of makeup usage, beauty spending and the number of beauty brands purchased,” says Delia Grant, Avon’s senior manager for U.S. marketing, color.

Recognizing the value of these consumers, mainstream beauty brands are increasingly and successfully targeting ethnic consumers with expanded shade palettes, relevant spokespersons and focused marketing initiatives. In the meantime, niche beauty brands are also staking their claim.