In a “glitz n’ glam” event, the new collection took to the floor with women of all skin tones participating in the lavish unveiling to the rhythm of Jamaican tunes sung by Dancehall artise Tifa, Covergirl’s first Jamaican ambassador.
Models, beauty connoisseurs, artists, and advisors crowded the busy venue in Kingston’s Terra Nova Hotel. Samples and makeovers were distributed generously, while shoppers experienced Covergirl’s newest product, which Jamaican Brand Manager, Andrea Blake, said is “scientifically designed for women of color.”
For years, women with darker skin tones have been overlooked by the beauty industry. Thankfully, they are finally getting the attention they deserve with brands like Mac, Make Up For Ever, Fenty Beauty, and Il Makiage leading the way and changing the face of makeup and beauty to make room for diversity.
Global R&D Face Manager of CoverGirl, Johanne Richard, told Reginery29, “I come from a Haitian background and skin tones in my family run the gamut. So many of my friends and family have told me stories about mixing foundation shades, so we really wanted to create a collection that addressed the special nuances of our skin.
“Most women of color are put into the same category, but we all have different undertones and our complexions are all really different.
"Through our research we were able to get a better understanding of the undertones of dark skin — not only to deliver on shades but on finish, too," Richard said.
Sold at an affordable price, Covergirl’s newest collection boasts of 20 liquid foundations for medium-to-deep skin tones, powder foundation, mattifying primer, eyeshadow, brightening concealer, eyeliners, lipstick, among a host of others. The Full Spectrum products first hit U.S. stores in December 2018 and received mixed reviews, but many were excited about low prices and high quality.
- Countries: Jamaica