Women of mixed ethnicity constitute a target group that is set to growth exponentially. Yet their color cosmetics needs are far from being met. As brands seek ways to cater to the many skin tones within this group, packaging will emerge as a key factor in "serving the underserved," says Sonia Cerato, makeup category manager at Quadpack.
A recent report by Mintel highlights the rise of multi-culturalism. It states that this demographic trend is "leaving many consumers unable to find cosmetics that match their skin tone. While brands simply cannot launch products for every possible tone, packaging can help meet this new consumer need."