After creating the Pull Up For Change movement and organization, Uoma Beauty founder Sharon Chuter is launching the Make It Black Campaign in partnership with nine beauty brands. Brands like Colourpop Cosmetics, Flower Beauty and Maybelline New York are each transforming one of their products with all-black packaging, which will be available for a limited time.
As Chuter describes, What I want to tackle is language. If you look at most of the dictionaries... you will be appalled by some of the definitions of 'black,'" By repackaging beauty products in all-black packaging, the campaign fights negative connotations that are embedded in popular culture.
All proceeds from the Make It Black campaign will go towards supporting the brand-new Pull Up For Change Impact Fund.
All-Black Beauty Packaging
The Make It Black Campaign is Changing the Definition of "Black"
Trend Themes
1. All-black Packaging - Beauty brands are redesigning their products with all-black packaging to fight negative connotations and support causes.
2. Representation Campaigns - Campaigns that represent communities are being launched to fight negative connotations in language and promote cultural awareness.
3. Social Responsibility - Brands are becoming more socially responsible by supporting causes that align with their values.
Industry Implications
1. Cosmetics - Cosmetics companies are redesigning their packaging to fight negative language and support social causes.
2. Non-profits - Non-profit organizations are receiving support from brands that promote social responsibility through their marketing campaigns.
3. Marketing - The marketing industry is seeing a shift towards promoting more positive messaging and inclusivity in response to social issues.