Should perfumes not open up to more multi-ethnicity, following in the footsteps of the skincare and makeup categories? Specialists of multicultural markets Haweya Mohamed and Ammin Youssouf, the co-founders of The Colors, encourage the industry to embrace these new inspirations.
“We aim to provide our clients with strategic support to best address overlooked populations in terms of products and messages,” explains Haweya Mohamed.
Driven by iconic personalities like Rihanna and Pharell Williams, the multicultural movement is making progress in the hair care, skincare and makeup categories. The founders of The Colors now emphasize the opportunity to breathe new life into the perfume industry which, until now, has mainly been influenced by a close circle of olfactory sensibilities.