The Estee Lauder campaign aims to bring forward the message that ‘diversity is beautiful’, representing a modern vision of beauty as the global cosmetics industry faces a fast moving shake-up. Consumers in booming markets such as China, where the beauty market is worth £3bn, are losing interest in western brands flogging images of blonde bombshells sipping mojitos,  and are now looking to buy products that are marketed specifically to them.

Estee Lauder have caught on quick, and opened a research centre in Shanghai last month with the aim of developing products tailored to the specific needs of Chinese and Asian skin. With a desire towards fair skin and ‘skin whitening’ products in Asian markets, Estée Lauder have introduced tailored products such as the Cyber White Lightening lotion.

But the beauty industry isn’t just changing to attract the Asian markets, as major western markets have become increasingly multiracial.

In 2007, The Guardian investigated the British beauty industry and reported how it was failing minority ethnic women. The article revealed a lack of product development for those with darker skin tones, with packaging that was out of kilter with today’s young black and Asian women.

We hope Estee Lauders latest campaign is a sign of things to come.