Tarte cosmetics
Class: J 342 - The Creative Strategist
Task: Working as a team, guide a brand of your choice to antiracism. Offer an initial cultural profile of where is brand is on becoming anti-racist through research about the brand, historical markers that interplay with the brand, and the brand’s audience. From there, develop a creative idea that grows from your research and insight-building.
The Problem: Tarte was not a racially inclusive brand as the Shape Tape Foundation offered only 15 shades of foundation, none of which were suitable for darker complexions. Consumers were dissatisfied with the lack of representation for people of color.
The Strategy: Get Tarte cosmetic’s leadership team to make efforts towards becoming more racially inclusive by broadening foundation and concealer shade ranges and hiring a more diverse set of employees/team members.
Tarte is a makeup and skincare brand that was founded in New York City in 1999. What makes Tarte products stand out is that each product features a natural ingredient such as Amazonian clay or goji berry extract. All products are cruelty-free and the formulas are high quality, and easy to use.
