This composite represents the most popular images in a Google search for branding of the lightest makeup color (Ivory) to the darkest (True Ebony) in CoverGirl’s TRUBlend Liquid Makeup and Queen Collection Natural Hue Liquid Makeup. Initial research shows that CoverGirl’s branding mirrors that of other makeup companies with foundation options for both Caucasians and people of color. CoverGirl was chosen as the spectrum because it is the only top 10 bestselling drugstore cosmetic line to offer a dedicated brand for people of color.
Each row of foundation names may be read right to left:
Ivory, Classic Ivory, Natural Ivory, Creamy Natural, Buff Beige, Classic Beige
Medium Light, Natural Beige, Warm Beige, Creamy Beige, Soft Honey, Classic Tan
Tawny, Toasted Almond, Soft Sable
From the Queen Collection
Rich Sand, Amber Glow, Classic Bronze, Almond Glow, Toffee, Golden Honey
Warm Caramel, Soft Copper, Sheer Espresso, Spicy Brown, Rich Mink, True Ebony
What conclusions can we draw from these observations?