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Gerrie Summers

Carol's Daughter Launches Polyethnic Marketing Campaign

By April 25, 2011

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Carol's Daughter  launched a "polyethnic" marketing campaign for the new Monoi Repairing Collection, featuring actress/Victoria's Secret model Selita Ebanks, singer/songwriter Solange Knowles and recording artist Cassie. The campaign idea was inspired by the increasing number of people who, when asked, identify themselves as bi- or multi-racial. According to the US Census, nine million people now identify themselves as bi- or multi-racial.

"When I say polyethnic, I mean women who are made up of several ethnicities," Steve Stoute, chairman of Carol's Daughter told Women's World Daily. "If you ask them what they are, they're going to use a lot of different words to describe themselves."

Ebanks is of African-American, Native American, Irish and Jamaican heritage. Knowles, baby sister of Beyonce, is of African-American and French Creole descent and Cassie claims a Filipina, African-American and Mexican ancestry.

Lisa Price, who started making organic hair and bath products in her kitchen, created Carol's Daughter.  It is one of the best natural beauty product companies in the country and received an enormous boost when it was featured on Oprah. The products appeal to more than one demographic. "Today people are blended," says Ebanks, "and I think the three of us are a prime example."
Photo: Selita Ebanks, Solange Knowles and Cassie on the cover of WWD


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