What Were You Thinking Tarte?

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What Were You Thinking Tarte?

By now, if you are even a little bit into makeup, you have probably heard that Tarte Cosmetics has just introduced a new foundation to the already saturated market. This incredibly well known makeup brand holds the spot for the number one selling concealer, Tarte Shape Tape, so the beauty world was especially excited for this launch. Basically, in the beauty world, they’re a big deal. What makes this launch different you might ask? Well, the brand has only introduced 15 shades, 11 of which are along the white to beige spectrum. In a world where brands like Fenty Beauty offer 40 shades, this is a big and grim issue for Tarte.

(Tarte Cosmetics)

(Fenty Beauty)

Over the past couple of years makeup brands have been realizing that a good portion of women (and men) use makeup. People with skin tones ranging from paper white to very dark skinned are among those who use foundation and having a foundation to match any skin tone is a necessity. Brands realize the importance of inclusion and wanting anyone to be able to use their product. Unfortunately, Tarte’s release of Shape Tape Foundation is very exclusive to many women of color, which is a huge step backwards for them. Important beauty gurus are not letting them off the hook either. Many influencers are using their platforms, like YouTube, to test the product, give their honest opinion of the foundation and their feelings towards the brand for lack of color options. As you could imagine, these beauty gurus are incredibly disappointed at this huge mistake that the brand has made. This situation does not bode well for the cosmetic brand.

Now comes the important question. Did Tarte do this on purpose? Was this some marketing stunt to get the beauty community talking about the product? If that was the case, they succeeded. Some of the most well-known beauty influencers with millions of followers on YouTube posted videos discussing the product. People were furious that in 2018 a brand as big as Tarte could let so many people down. The brand is said to be releasing more shades soon and all I can say is that I hope they release plenty of new shades to avoid tarnishing their name any further.


3 Comments

Dominique Kennerly

Dominique Kennerly

January 22, 2018at 8:49 pm

Great questions! While many still believe there’s no such thing as bad press and this could be a publicity stunt, I don’t think it was, or at least not thought out far enough. Our society now is not afraid to not only speak out, but also act out against companies in the form of boycotting brands which have become somewhat popular nowadays. If it was planned it seemed like an unnecessary risk / gamble as Tarte is such a popular brand. Releasing more shades is the smart next move for the company.

Rose Foisy

Rose Foisy

January 22, 2018at 8:56 pm

I agree with Dominique. Planning that seems it would hurt the company more than help it. Releasing a statement, expanding their variety of shades, and sending samples to beauty bloggers would be Tarte’s best solution. It would be interesting to see an attached video of one or some of the beauty bloggers talking about the lack of shades.

Haley Iacuele

Haley Iacuele

February 5, 2018at 7:57 pm

Did you hear that their response was that “we wanted to get it out as quickly as possible and will be releasing the other shades soon”? YIKES. That’s basically saying that POC aren’t a priority to them. That they only care about getting a product out as soon as possible without making sure everyone can purchase it. Another thing I thought was insane was that they sent PR boxes to women who couldn’t even use the shades included…That’s just a slap in the face to me.

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