I recall years ago when Milani cosmetics started popping up in Walgreens. It was exciting to see a new drugstore line that was geared towards “women of color”. They had a great selection of highly pigmented colors and it seemed like companies were really interested in the “ethnic” market. After seeing the line expand to target and other mass retailers I now question, What happened to Milani?
When I see Milani products in stores lately, they still have the same bright colors, but it seems their message has changed. I’ve noticed that there are no longer references to women of color. Their tagline now reads “Color with Impact” (interesting twist). Also, the models look more caucasian than before (IMHO). I guess what I really wonder about is the reason for the change. Let’s be clear, I can only assume. But I wonder if the mainstream consumer is turned off by cosmetic lines with ethnic messaging. Will non-ethnic consumers (for lack of a better term) not consider a good product just because it isn’t labeled for them?
I for one, will use whatever works, but that may because people of color have had to adapt to whatever they could find for so long. We didn’t have the luxury of ignoring products that didn’t have our images attached.
How do you shop? How much do the marketing images and words affect what you buy?