New research from Superdrug has revealed that 1/3 of people across the black and mixed heritage community don’t feel represented when it comes to shopping for health and beauty products on the high street. 

The research, undertaken as part of Superdrug’s Own Your Beauty diversity campaign, Shades Of You, asked 1000 consumers across the UK for their thoughts on being represented in the health and beauty industry.

The survey also revealed that 86% said that beauty retailers should make their advertising campaigns more inclusive.

84% fed back that a beauty campaign specifically created for people of colour would be a positive step for a beauty retailer to take, while 80% said beauty retailers should hold more evens specifically for black customers. 

Superdrug’s research identified that retailers and training are also important when it comes to true inclusivity, with 83% saying they thought store teams should have specific training on make-up advice for darker skin tones, and 87% said they thought store teams should have specific training to give advice about textured, curly and coily hair. Meanwhile, 77% said they would be more likely to buy from a health and beauty retailer that has store assistants ‘who look like me’.  

The survey also found that when it comes to celebrity culture and influencers, 85% said that they would like to see more black celebrities and influencers working with beauty brands. In addition, 82% said that they would be more likely to trust and buy from a brand if they had a black ambassador that they could relate to. 

Superdrug's Shades Of You campaign has been built on consumer insights and research findings. With Superdrug’s ongoing commitment to being representative of all shoppers and celebrating its diverse customer base, the brand is proud to launch such a meaningful and important campaign, highlighting diversity and inclusion in beauty.