Beauty Packaging Staff09.03.20
Estee Lauder Companies is re-evaluating its shade ranges -- and the marketing language used to describe products, and on its packaging.
Bloomberg News obtained a memo sent to Estee Lauder employees, from top executives, which says it is re-evaluating its skin-care and makeup lines for “cultural sensitivity."
Susan Akkad, sr. VP, Estee Lauder, is in charge of the department that oversees cultural sensitivity. Akkad told Bloomberg in a telephone interview "that her team is making sure all makeup products, old and new, include an appropriate range of shades for different skin tones, while factoring in regional differences -- as well as intangible cultural influences."
L'Oreal announced in July it is removing the word "white" from its products -- and swapping "whitening" for "brightening."
The team at Estee Lauder is reportedly going to determine which of its brands and/or product lines need to include more shades for darker skin tones.
Estee Lauder Double Wear Stay in Place Makeup is shown above, via Instagram. It comes in 56 shades.
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