• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Formulary
    • Exclusives
    • Top Companies
    • Raw Materials
    • End-User
    • Packaging
    • Directories
    • Events
    • Jobs
    • More
  • Magazine
  • News
  • Formulary
  • Exclusives
  • Top Companies
  • Raw Materials
  • End-User
  • Packaging
  • Directories
  • Events
  • Jobs
  • Current / Back Issues
    Features
    Columns
    Editorial
    Digital Edition
    eNewsletter Archive
    Our Team
    Editorial Guidelines
    Subscribe Now
    Advertise Now
    Top Features
    Stepping into the Spotlight for 2021

    The Independent Beauty Association Supports Sensible Reform

    Essential Workers

    A Clean Commitment

    Deliver & Delight
    Online Exclusives
    Association News
    Breaking News
    Financial News
    Industry News
    International
    Marketing News
    New Products
    News Front
    Packaging News
    Patents
    Personnel
    Regulations
    Snapshots
    Top News
    Live From Shows
    Top News
    FDA Issues New Guidance On Pharmaceutical Alcohol

    Jojoba Desert Launches JD Hydro Boost

    State Announces First SARS-CoV-2 Kill Claim

    No7 Adds At-Home Resurfacing Peel

    Alastin Named a Fast-Growing Brand
    Blog
    Online Exclusives
    Infographics
    Podcasts
    Whitepapers
    Videos
    Expert's Opinion
    HappiTV
    eBook
    Surveys
    International Top 30 Report
    Top 50 Report
    Top Companies
    1. Unilever

    9. Coty

    12. Diversey

    16. Kosé

    27. Shanghai JahWa
    Actives
    Functional Ingredients
    Pigments
    Polymers
    Preservatives
    Surfactants

    FDA Issues New Guidance On Pharmaceutical Alcohol

    No7 Adds At-Home Resurfacing Peel

    A Surge in Interest for Supplements & Vitamins

    Honest, Refillable Cleaners

    Nailing It in 2020
    Air Care/Environmental Fragrance
    AP/Deo
    Color Cosmetics
    Disinfectants
    Fine Fragrance
    Hair Care
    Household Cleaning
    I&I Marketplace
    Laundry Care
    Oral Care
    OTC/Medicated
    Packaging
    Personal Cleansers
    Skin Care
    Sun Care
    Testing

    FDA Issues New Guidance On Pharmaceutical Alcohol

    State Announces First SARS-CoV-2 Kill Claim

    No7 Adds At-Home Resurfacing Peel

    Alastin Named a Fast-Growing Brand

    P&G & the Post-Pandemic Shopper
    Lab Equipment
    Mixing
    Packaging
    Testing

    Happi Talks: Overnight Labels

    Three Form Vertical Beauty Alliance

    Logo Design Trends for 2021 & Beyond

    Coming Clean About Stink

    Henkel Reaches Sustainable Packaging Milestone
    Contract Manufacturing / Private Label Directory
    Buyer's Guide
    Add New Company
    Corporate Profiles
    International Buyers Guide Companies
    Praan Naturals

    Centerchem Inc

    Sabinsa Cosmetics, a division of Sabinsa Corporation

    QRS (Quality Resourcing Services)

    Jeen International
    Live From Shows
    Meetings
    Webinars
    Snapshots
    • Magazine
      • Current / Back Issues
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Formulary
    • Directories
      • Buyer's Guide
      • Contract Manufacturing / Private Label Directory
      • Corporate Profiles
      • Add Your Company
    • Raw Materials
      • Actives
      • Functional Ingredients
      • Pigments
      • Polymers
      • Preservatives
      • Surfactants
    • End-User
      • Air Care/Environmental Fragrance
      • AP/Deo
      • Color Cosmetics
      • Disinfectants
      • Fine Fragrance
      • Hair Care
      • Household Cleaning
      • I&I Marketplace
      • Laundry Care
      • Oral Care
      • OTC/Medicated
      • Packaging
      • Personal Cleansers
      • Skin Care
      • Sun Care
      • Testing
    • Packaging
      • Lab Equipment
      • Mixing
      • Packaging
      • Testing
    • Top Companies
      • International Top 30 Report
      • Top 50 Report
    • Online Exclusives
    • Experts Opinion
    • Slideshows
    • HappiTV
    • Videos
    • Podcasts
    • eBook
    • Infographics
    • Blog
    • Whitepapers
    • Surveys
      • R & D Salary Survey
      • Sales & Marketing Salary Survey
    • Job Banks
    • Events
      • Industry Events
      • Live from show Events
      • Webinars
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Expert's Opinion

    Color Blind Is Short-Sighted And Blurs Your Potential

    A new generation is very cool and comfortable with color.

    Rochelle Newman-Carrasco, Walton Isaacson11.25.13
    There’s a myth about millennials that seems to be making its way into the belief-systems of marketers across America. It’s the notion that Millennials are Color Blind. The more I keep hearing that phrase, the more research I do to establish what the actual attitudes of Millennials are to race and ethnicity. The result of both qualitative and quantitative research confirms that Color Blind is an inaccurate representation of what is happening in Millennial America.
     
    Millennials, those consumers who fall between the ages of 18 and 33, are part of a generation for whom ethnic and lifestyle diversity was the rule rather than the exception. Their level of comfort about race, “color” and differences in life choices is evident.  One can see it in the friends they choose and in the ways that they accept their parent’s lives and even influence these older generations as well. 
     
    What Millennials prove to be is Color Comfortable or Color Cool. As a result of embracing diversity and culture, they are even greater fans of companies that demonstrate a comfort with color as well. Diverse friends, co-workers and family members, including an increase in biracial parents and children, make millennials aware of distinct needs for products that reflect the skin tones and hair textures of a multicultural community.  The idea that there would be limited accessibility to these products or a lack of vision in the creation of such product lines is baffling to the Millennial segment. Entrepreneurial in spirit, they will soon create product lines that reflect society as it stands today and tomorrow if gaps are not filled.
     
    Diversity is prevalent in all of the ethnic subsegments, and acknowledging this is important to connecting with credibility and authenticity.  Black consumers, whose skin tones and hair textures are not homogeneous, and whose backgrounds include African American, African and Caribbean consumers to name a few.  Realizing that Hispanic or Latino is not a race, but an ethnicity, means being inclusive of Hispanics of all races and interracial backgrounds, from white to brown to black to Asian and beyond.  Asian consumers are certainly diverse as well. Not only linguistically, but also culturally and physically, making fashion and beauty a diverse spectrum of possibilities and not a one-size-fits all check-the-box initiative.
     
    So how can marketers earn the respect of Millennials when it comes to Cultural credibility?
     
    • Don’t make Color Blind and Language Deaf descriptions of tolerance and progress.  To quote Millennial respondents in focus groups, “Don’t dumb us down.”  Millennials are embracing bilingualism (and tri-lingualism) viewing them as an asset, not a deficit.  And skin color is what it is, and shouldn’t be viewed as something to erase – but rather something to embrace.

    • Look for insights that come from consumers of all walks of life.  Don’t only think of diversity as a casting technique, but make it mandatory in your insight and consumer research work.  At the same time, don’t be so quick to neutralize cultural distinctions by creating a diverse focus group, in which people of color are “peppered” in for good measure.   Consumers are comfortable adapting their cultures in a chameleon-esque manner.  They won’t voice much about their differences with a highly diverse group, preferring to blend in than stand out unnecessarily.   An in-culture group will often produce distinct results in terms of deeper insights that speak to things learned during childhood or things that are specific to their community’s cultural dynamics. 

    • Develop products and messaging that put multicultural consumers at the forefront.  Reprioritize how you bring messages into the market or line extensions.  Start thinking of the multicultural majority as opposed to maintaining a minority after thought perspective.

    • Remember that Millennials are living at home later and are not in such conflict with their parents as other generations have been.  As a result, multi-generational perspectives may also serve your brand’s best interest and portray your brand in the most inclusive light.
     
    So the next time your tempted to call a Millennial color blind, open your eyes and look around. The more vision you show in your approach to multicultural consumers today, the more you’ll be prepared for setting your sights on 2020 and beyond.


    About the Author
    Rochelle Newman-Carrasco serves as Walton Isaacson’s (WI) Chief Hispanic Marketing Strategist. She leads a team of Hispanic marketing specialists across the Agency’s offices with a focus on driving business-building results through the use of relevant and actionable cultural insights. WI’s forward thinking approach to the ever-changing and evolving U.S. Hispanic market has been instrumental in connecting bilingual, bicultural consumers with brands that include Lexus, Unilever, The Los Angeles Dodgers, Hillshire and White Memorial Medical Center.

    More info: Walton Isaacson, www.waltonisaacson.com/


    Related Searches
    • skin
    • medical
    • chief
    • color
    Related Knowledge Center
    • Packaging
    • Disinfectants
    • AP/Deo

    Related Expert's Opinion

    • Color Cosmetics | Hair Care | Skin Care
      Recession Proofing Your Brand

      Recession Proofing Your Brand

      It’s only a shock if you’re not prepared. Here are four ways to be ready for the next downturn.
      Mark Jeffreys, Founder, 4Sight 12.14.20

    • Actives | Functional Ingredients | Personal Cleansers | Surfactants
      Lather Up Long-Term Hand Hygiene

      Lather Up Long-Term Hand Hygiene

      For Global Handwashing Day, several Henkel campaigns are aimed at improving compliance for everyone, but especially students.
      Martina Spinatsch, Vice President, Beauty Care, R&D, Henkel North America 10.15.20

    • Actives | Functional Ingredients | Skin Care
      Start a Skin Care Line with Low Minimums

      Start a Skin Care Line with Low Minimums

      Smaller orders enable brands to capitalize on the hottest ingredients, environmental recommendations and cause-related promotions.
      Gavin Collier, Dynamic Blending 10.11.20


    • Color Cosmetics | Preservatives
      Cosmetic Preservatives Outlook

      Cosmetic Preservatives Outlook

      Snapshots of North American, European and Asia-Pacific marketplaces.
      Amit Rawat, Global Market Insights 08.14.20

    • Color Cosmetics | Skin Care

      AR Is Crucial Post-COVID19

      Augmented reality is the new reality for the beauty industry, explains David Ripert.
      David Ripert, Poplar 08.09.20

    • Color Cosmetics | Fine Fragrance | Hair Care | Personal Cleansers | Skin Care | Sun Care
      Beauty & Social Media Marketing

      Beauty & Social Media Marketing

      It's a new frontier for everyone, says Lisa Hurst of Upshot Agency.
      Lisa Hurst, Upshot Agency 06.14.20


    • Actives | Disinfectants | Functional Ingredients | Household Cleaning | Surfactants
      Cleaners, Consumers & COVID-19

      Cleaners, Consumers & COVID-19

      Lisa Mabe details what consumers want and how marketers can deliver it.
      Lisa Mabe, Green Purse PR 05.04.20

    • Color Cosmetics | Pigments | Skin Care
      Cosmetics & COVID-19

      Cosmetics & COVID-19

      There are some cosmetics that GenZ just cannot live without, explains Chris Becker, founder of Rising Consumers Market Research.
      Chris Becker 04.25.20

    • Functional Ingredients | Hair Care | Pigments | Surfactants
      Maintaining Hair Color During the Pandemic

      Maintaining Hair Color During the Pandemic

      There are ways to enhance and extend hair color while stay-at-home orders remain in place, according to Dr. Serkan Aygin.
      Serkan Aygin, MD, Serkan Aylin Clinic 04.20.20


    • Functional Ingredients | Personal Cleansers | Skin Care
      Keep Your Hands Healthy After Washing

      Keep Your Hands Healthy After Washing

      COVID-19 is taking a toll on hands; here's some help from Aprinnova.
      John Toner , Aprinnova 04.13.20

    • Color Cosmetics | Hair Care | Oral Care | Personal Cleansers | Skin Care | Sun Care
      SBA Loans Under the CARES Act

      SBA Loans Under the CARES Act

      Foley & Lardner attorneys explain this small business lifeline.
      Jamie N. Class Frank S. Murray Jr Erin L. Toomey Thomas B. Spillane Leslie A. Pinney Casey K. Fleming Daniel A. Kaplan Sarita R. Olson, Foley & Lardner LLP 04.06.20

    • Color Cosmetics | Functional Ingredients | Hair Care | Personal Cleansers | Pigments | Polymers | Preservatives | Skin Care | Sun Care | Surfactants
      Beauty Gives Back

      Beauty Gives Back

      The Panama Beauty Project's profound impact on the women of Portobelo, Panama and an executive who was there.
      Caren Dres-Hajeski, Acme-Hardesty 03.30.20


    • Actives | Functional Ingredients | Personal Cleansers
      Bell International Expands Sanitizer Production

      Bell International Expands Sanitizer Production

      Expects to manufacture 22 million units in the coming weeks.
      Marisa Plescia, Bell International Laboratories 03.27.20

    • Actives | Functional Ingredients | I&I Marketplace | Surfactants
      Coronavirus & Cleaning

      Coronavirus & Cleaning

      New research suggests renewed focus on restrooms.
      Tom Morrison, Kaivac, Inc. 03.15.20

    • Color Cosmetics | Hair Care | Skin Care
      How To Find the Right Design Agency

      How To Find the Right Design Agency

      A good agency should feel like an extension of your team.
      Paul Woodvine, Managing Creative Director, Vault49 03.10.20

    Trending
    • Nu Skin Launches ‘Clean’ Formula Line
    • Formulating Liquid Laundry Detergents
    • P&G, L'Oréal & Amorepacific Make News At CES
    • Maybelline Unveils 'Sky High' Mascara
    • Coming Clean About Clean Beauty
    Breaking News
    • FDA Issues New Guidance On Pharmaceutical Alcohol
    • New Data Released From Jojoba Desert on Hydro Boost
    • State Announces First SARS-CoV-2 Kill Claim
    • Putting a Number on the Clean Beauty Market
    • No7 Adds At-Home Resurfacing Peel
    View Breaking News >
    CURRENT ISSUE

    January 2021

    • Stepping into the Spotlight for 2021
    • The Independent Beauty Association Supports Sensible Reform
    • Essential Workers
    • A Clean Commitment
    • Deliver & Delight
    • Reusables for Consumables In the Pandemic and Beyond
    • A Rebound for Beauty
    • Beauty Brands Must Prepare for a 'Decade of the Home'
    • A Societal Shift
    • View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    BGG Obtains U.S. Patent on AstaZine Natural Astaxanthin for Heart Function During Exercise
    Qualitas Health/iwi Raises $10 Million in Investment Round
    Aker BioMarine Expands Krill Portfolio with Novel Protein Hydrolysate
    Coatings World

    Latest Breaking News From Coatings World

    IGL Coatings Launches Graphene Reinforced Dual System Ceramic Coating
    Miller Paint Declares Simple Serenity its 2021 Color of the Year
    TAUBMANS Paint by PPG Releases ‘Chromatic Joy’ Palettes
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    RSIP Vision Announces Versatile Medical Image Segmentation Tool
    Vance Street Capital Adds Operating Partner
    Haemonetics to Acquire Cardiva for Up to $510M
    Contract Pharma

    Latest Breaking News From Contract Pharma

    Global Biosciences Co. Selects ValGenesis VLMS
    Eisai Appoints Chief Clinical Officer of Oncology Biz
    Nexelis Acquires GSK Vax Lab in Marburg
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    P&G Reports Q2 Results
    Marino Belotti Presents New Website
    Essence Cosmetics Expands in the U.S.
    Happi

    Latest Breaking News From Happi

    FDA Issues New Guidance On Pharmaceutical Alcohol
    New Data Released From Jojoba Desert on Hydro Boost
    State Announces First SARS-CoV-2 Kill Claim
    Ink World

    Latest Breaking News From Ink World

    Morancé Soudure France Adds Comexi F2 MC 10-color Flexo Press
    THIMM Group Installs 1st Koenig & Bauer CorruFLEX
    Cowan Graphics Adds Fujifilm Inca OnsetX3 HS
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    Domino grows installation and service teams
    ABG keeps pace with demand with recruitment drive
    Acucote expands FSC-certified portfolio
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Honeywell Delivered 225 Million Masks in December
    Techtextil, Texprocess Postponed to 2022
    Super Strong Inks Survive Tough Environments
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    DJO Acquires Trilliant Surgical
    FDA Breakthrough Device Designation Granted to Spiderwort's Spinal Cord Technology
    Bioventus Appoints SVP of Operations
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    UDC Subsidiary Adesis' Website Wins 2020 MarCom Platinum Award
    Roadsimple Modernizes Warehouse Ops with Zebra Technologies
    Graphene Flagship Launches Redesigned Website

    Copyright © 2021 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login