(Photo: Carol's Daughter)
Carol’s Daughter has hired Solange Knowles, Selita Ebanks and Cassie to be their brand ambassadors and spokeswomen for a new marketing effort called a “polyethnic campaign.”
"When I say polyethnic, I mean women who are made up of several ethnicities," the brand's Steve Stoute told WWD. "If you ask them what they are, they're going to use a lot of different words to describe themselves.”
The brand hopes the new ads will help reflect the diversity of women. “Carol's Daughter doesn't have just one direct demographic,” Ebanks explained. “Solange's hair is a different texture than mine. So is Cassie's. Our skin and body types are different. Today, people are blended and I think the three of us are a prime example. Women in my family range from vanilla to the deepest chocolate."
Ironically, though the campaign aims to make a greater push towards diversity, there’s very little skin color range reflected in these ads. Still, the campaign models do have a varied blend of ancestry between them: Selita is of African, Indian, Irish and Jamaican heritage; Solange is African-American of French Creole descent; and Cassie has Filipina and Black ancestry.
Look for the ads out in June and a complete repackaging of the line coming next year.