Sephora is helping to improve visibility for Black-owned cosmetics brands on Google’s search engine. YPulse’s personal care and beauty shopping research found that 60% of 13-39-year-old Black consumers are more likely to buy personal care and beauty products that are BIPOC-owned, and for their “Black Beauty Is Beauty” initiative, which launched over the summer, the beauty retailer is working with Interpublic Group’s R/GA on a project to improve the visibility of its content and products for Black consumers. The goal is to make images easier for search algorithms to “crawl and index and to surface them to the top of results” when consumers search for the term “Black beauty.” Sephora’s efforts to change search results comes during a time when public awareness around racial bias in tech and automation are growing, with news headlines and academic research highlighting how algorithms for internet search, facial recognition, natural language processing, and AI can be discriminatory. (Marketing Dive)
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