Black Opal has stood the test of time
Black Opal (BLK/OPL) has been offering cosmetics targeted to black and brown skin tones for over three decades. “We are very proud that we have been in the space over 30 years,” said Desiree Rogers, CEO of BLK/OPL. “There are four attributes we think about every day: easy, fun, smart, and real. Consumers have so many things to contend with today in their lives, and we are delighted to make beauty regimens more manageable. Beauty should be enjoyable.”
She continued, “Deciding to buy our products is smart. All our products are under $20, use high-quality ingredients, and are dermatologist approved.”
Rogers says although they are focused on black and brown skin tones, everyone is welcome to try BLK/OPL products. “The rich and heavily pigmented color products show up well on lighter skin tones. The same is true with our skin care products. If you have oily skin, try our oiliness line. We encourage everyone to make their own choice and try them. Many times, Black-Owned companies are not given an opportunity to serve all consumers.”
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New products include a setting spray, cream to powder blush, and eye shadow sticks. The setting spray has sold out but is now back in stock. “The blushes are an amazing way to add color to cheeks, lips, and eyes. They are the perfect on-the-go product.”
“The eye shadow sticks can be used to line the eye or add color on the lid. They are easy to use, and the colors are fantastic. The emerald green is our bestseller.”
Sustainability is also important to the company. BLK/OPL products are predominately manufactured in the U.S., lowering their carbon footprint by eliminating overseas transportation. “We’re proud of our sustainability programs and our support of workers here in the U.S. We are also constantly looking for ways to not ‘over package’.”
Acknowledging how beauty and wellness are both important aspects of self-care, Rogers mentioned how BLK/OPL has foundations that address skin issues, such as large pores or hyperpigmentation. “All of our foundations and product categories are geared towards wellness and taking care of the skin. It’s makeup that is also skin care — you get both. Anytime we can create products that work in multiple ways, we do it.”
The target demographic for BLK/OPL is 16-35 years old, but Rogers emphasizes that their products are for everyone. “Given the care we’ve taken in producing our products, you’re a good candidate if you have skin sensitivities or other issues.”
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The company stays close to their customers through email and SMS messages. They also try to reach a wider audience through advertisements on Google and Amazon. The new BLK/OPL website was just launched in January and all new customers can take 20% off their first purchase on the site.
Rogers said they will continue to add functionality to the website, such as a loyalty programs and quizzes to help point the consumer to the ideal products based on their lifestyle and goals.
“We will have a feature that allows customers to take a picture of their face in bright sunlight and then one of our makeup consultants will recommend suitable products. Even if you provide shade matching, consumers can find that difficult to use. Technology is very important in today’s world but at the same time it’s important to have a human touch, especially when you’re talking about something as personal as your beauty regimen and how you’d like to present yourself to the world.”
Megan Moyer is a 20-year retail industry veteran and HRG’s corporate marketing manager. HRG is in the details of retail, working with product manufacturers, distributors, retailers, technology partners, and other industry organizations to provide data & analysis, shopper experience, brand development, fixture coordination, and retail communications solutions. HRG has worked with BLK/OPL for several years, providing product planograms to meet retailer specifications and offering brand development services such as making package and graphics changes. HRG reviews new health, beauty, and wellness (HBW) items every month and assesses their potential for longevity in the monthly Products to Watch feature in Drug Store News as well as the annual Future 50 list.
