Kim has jumped on the inclusivity band wagon.
Now before you assume that I am a Kardashian hater, please understand that I am anything BUT, I have watched every season of their show and follow them religiously, in fact I even have their apps and I am a subscriber. I think that as much as people refuse to acknowledge their genius of seizing every opportunity, be it good or bad and turning it into an income generator for themselves, they are really the greatest influencers of our time and history will judge them differently and more positively.
The reason for my opening statement though is because I personally know the Kardashians for anything but inclusivity when it comes to their campaigns especially for their beauty brands. I can also understand why, they are white girls who have never had the challenge of not finding a shade that would match their skin tone or struggled to identify with a beauty campaign because no one looks like you. Rihanna woke everyone up to this fact with the launch of her beauty range, Fenty Beauty which I blogged about here. Both Kim and Kylie had released beauty ranges at that point and had not addressed the inclusivity issue.
Now it’s not a bad thing that they are reviewing the positioning of their brands especially considering that they both have children that are mixed race and would want their children to be able to use their beauty products and be able to identify with their brands but it’s important for them not to come across as opportunistic which is the first thing I thought when I saw the image of the models who were very diverse in race. I loved the images of Kim, Kris and MJ in their blonde wigs, typical Kardashian campaign picture that celebrates family which is what we know them for but the inclusivity positioning just needs a bit more work.
Allure Magazine spoke to Kim about the pending launch and in her response did not mention anything related to inclusivity hence my point:
There’s a reason it took nearly eight-plus months for KKW Beauty to release the undereye concealer kits. While Kardashian West knew from the get-go that she wanted a three-step concealing system, the products themselves took patience and time to develop. “More important than reaching a launch date was getting the perfect formulas,” she says of the creamy, liquid concealer that comes in a tube nearly identical to the ones that house her Ultralight Beam Glosses (with a nude cap instead of pink), and two powders, one for baking and one for brightening. “Not only did I want to make sure there were some ingredients to treat the signs of aging like ceramides and marine collagen, but I also wanted a blendable product that you could really build to achieve that lighter undereye effect without the concealer creasing.” As for the two powders in the kit, it was key that they should be extremely finely milled. “The texture of the powders was really important to me,” she says.
While working on the launch, Kardashian West kept in mind “the girl who’s not a beauty blogger or an influencer or a makeup artist, and who doesn’t get her makeup done — like a lot of my friends,” she says. “They legitimately don’t know that you have to bake it, blend it, brighten, so I just wanted to make it really easy and show people how I really do my makeup.”
To determine the different undertones for each category, Kardashian West and her team tested the concealer on many, many different people. “Once we get the formula right, then we go to shades,” she says of the process. “From there, I see everything that’s out there and then we start testing it on a bunch of different people, which includes models and everyday people. We try them on so many different skin tones, take pictures, and see what people are liking, and do so many focus groups.” The pictures, in addition to in-person testing, is an important part of the process, allowing members of the product development team to test the shades in different states and report back to Kardashian West. “Pictures also help so you can see what the formula looks like with and without flash,” she adds. “I like to see it all just to see how it really wears
Source – Allure.com
The inclusive route is the best thing for everyone because it enables us to enjoy a variety of beauty brands because they have an offering that caters to every skin tone. Kim, just take me on the journey honey so that I can believe that this is important to you and I will support you all the way. The concealer kits have not been launched yet, they are planned for the 23rd of March and I expect that it will sell out immediately as all their products usually do. And disclaimer for this article the KKW Beauty range is not available in South Africa. I am just a beauty lover that wants to keep you informed.