The desire to produce a wider color palette comes after the bandage brand has seen a century of innovation, that included liquid and sheer bandages, but none in matchable skin tones. Until now. “We hear you. We see you. We’re listening to you,” the company wrote in the post. Anti-racism activists had been long saying for years that the “peach” skin tone should not be the default color for all bandages.
Black-owned companies also heard customers over the decades, as the skin tone-matching bandage brand Tru-Colour hit Target stores nationwide in 2018 and Ebon-Aide was founded in 1998, only to fold in the early 2000s because of massive revenue loss, according to a 2013 article in The Atlantic. Browndages was mentioned by those who think that the Band-Aid Brand is a johnny-come-lately.
I think it’s a wee bit late for a big brand to want to grab the market share from what this small business did from the heart. https://t.co/Ic943ZcIlI— Kat Burdick (@NerdBurdick) June 12, 2020
Black-owned, super cute styles for kids and classic if you like them plain, high-quality#bandaid
The Band-Aid Brand, however, wrote that the expanded colors are the first step in its allyship against racism.
“In addition, we will be making a donation to @blklivesmatter,” the company added. “We promise that this is just the first among many steps together in the fight against systemic racism.”
See the complete Instagram announcement below:
We hear you. We see you. We’re listening to you. We stand in solidarity with our Black colleagues, collaborators and community in the fight against racism, violence and injustice. We are committed to taking actions to create tangible change for the Black community. We are committed to launching a range of bandages in light, medium and deep shades of Brown and Black skin tones that embrace the beauty of diverse skin. We are dedicated to inclusivity and providing the best healing solutions, better representing you. In addition, we will be making a donation to @blklivesmatter. We promise that this is just the first among many steps together in the fight against systemic racism. We can, we must and we will do better.
A post shared by BAND-AID® Brand Bandages (@bandaidbrand) on Jun 10, 2020 at 7:00am PDT
Without naming Band-Aid, Tru-Colour responded on Twitter:
Imitation is the sincerest form of flattery, & we are encouraged to see other corporations jump into this market. Since 2014, we have been dedicated to diversity in healing, believing in the beauty of who you are. #skintones #diversity #diversityismorethanatrend #bandages pic.twitter.com/9AzWbE0RZf— Tru-Colour Bandages (@tcbandages) June 10, 2020