Beauty marketing for women of color

(New York-WABC, June 21, 2006) (WABC) -- They have billions of dollars in spending power, still many African-American women are not sold on what big companies are offering them. Many times it's simply the language used in advertisements.

But as Eyewitness News reporter Kemberly Richardson shows us, it's about to change.

Women of color, who many times feel ignored by large beauty companies, are finally getting recognized. The biggest change, what president of Essence Communications Michelle Ebanks calls culturally relevant language, subtle, but when done right extremely effective.

Michelle Ebanks, Essence Communications Inc.: "They don't want to anti-age, want to radiate, glow and keep what they love about themselves, sense of self, if manufacturers could include that in the language around their products, it would resonate more with black women."

That was the topic of Essence's "Smart Beauty 3: Speak To Me," which brought together reps from Proctor and Gamble, leading advertising and marketing experts and trailblazers like Iman who, through her own make-up line, influence mainstream companies and what they offer women of color.

Iman, Entrepreneur: "They took what we're doing in stride and watched it closely because 50 to 60 percent of our business is foundation alone and find out what we're doing right."

It's what the ladies at Jolie knew would also work, creating a magazine, French for pretty, a guide for women of color, a way to spread the wealth of information out there on everything from nutrition to wellness.

Rachael Breton, "Jolie" Co-Founder: "It's the lack of exposure of those products and outlets and here we have a resource for women to go to in one place where you find something that caters to you, talks to you, speaks to you."

A nod to women of color.

Alicia Rivers, "Jolie" Co-Founder: "Enhance a feature you may not care for, full lips, nose whatever it is, embrace your beauty."

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