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Brief Published: 18 Nov 2020

Pharrell Williams Champions Inclusivity with Skincare Launch

Extra
Humanrace Pharrell Williams

US music artist and producer Pharrell Williams is turning his talents to skincare with new, inclusive brand Humanrace. Launching this month, it taps into three important current beauty trends: inclusivity, sustainability, and quick, easy wellbeing moments.

Williams is marketing the trio of products as a “three-minute skincare” routine, attracting time-poor consumers and those less inclined to get involved in skincare, such as men. The rice-powder cleanser contains fruit AHAs, leaving the skin soft, brightened and hydrated. The lotus enzyme exfoliator includes antioxidant lotus leaf, which stimulates complexion renewal as it brightens, revitalises and recovers tone and texture. And the humidifying cream features snow mushroom extract to nourish and moisturise.  

The brand’s focus on inclusivity taps into trends explored in our 2021 Look Ahead, such as how genderless, multigenerational and BIPOC beauty ideals will take hold next year. “Humanrace Skincare doesn’t differentiate by race or gender,” says Williams. “We’re creating for humans; we are all born in the same skin and Humanrace celebrates this.” The packaging also endorses inclusivity; the functional design includes braille, making the product accessible to consumers with visual impairments.

The refillable packaging also champions sustainability and responsibility, encouraging consumers to be mindful of their single-use plastic usage. Each container is made with more than 50% post-consumer recycled landfill plastic. As seen in Luxury Beauty’s Meaningful Pivot, this will appeal to consumers who are conscious of their consumption, demanding transparency, and looking to live in a more sustainable way.

Humanrace is targeting multiple touchpoints that are growing in importance this year. Focused, functional and universal skincare ranges like this pave the way for brands to recognise the value of inclusivity, sustainability, and quick wellbeing moments to global consumers.

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