Band-Aid 2-04

24 June 2020

This month, Band-Aid announced the launch of its inclusive bandage line, offered in five tones – ranging from light beige to deep brown – to blend in with customers’ skin. Back in 2005, the brand planned to release a similar range, but cancelled due to a “lack of interest.” However, the Johnson & Johnson-owned company was prompted by the Black Lives Matter movement to produce Band-Aids in multiple tones. Band-Aid and Johnson & Johnson also announced they would donate to the Black Lives Matter foundation and other organizations combating racism.

We know, we’re the TrendWatchers. But to be clear: We’re not featuring Band-Aid today to promote representation/diversity as some sort of trend to hop on. At this point in time, it’s already been established as a set-in-stone standard consumers expect brands to meet. And this standard dictates that your brand prioritize diversity and inclusion – not just in your corporate cultures, the faces you feature in ads, one-off PR plays; rather, in every facet of your business, and that includes product design.

And while we’re on the topic of representation in product design: Band-Aid is late to the game. Rihanna, for example, set expectations in this space back in 2017, when her 40-shade foundation range – serving everyone from women with albinism to those with extremely dark skin – hit the market and seized headlines. And Crayola, which first launched its multicultural crayons in 1992, is offering 40 shades in its revamped pack and consulted a makeup chemist to do so.

Of course, inclusivity and diversity applies to more than just skin tones. So now’s the time to turn a critical eye to your products and services, and consider all your potential customers. Who might you inadvertently be leaving out, and how can you include them?

Stay healthy,

The TrendWatching content team