UK based retailer Tesco has expanded its range of private brand bandages(plasters) which includes light, medium and dark skin tones bandages designed to better represent its shoppers. The new range as developed after a Tesco employee spotted a tweet by Dominique Apollon concerning the color of ‘skin tone’ plasters (bandages) which was later retweeted more than 100,000 times.

It read:

The new product development was supported by the ‘BAME at Tesco’ employee resource group, which aims to make a positive impact on colleagues and customers by raising awareness of diversity, culture, and inclusion at Tesco.

Speaking about the new products, Nicola Robinson, health, beauty, and wellness director at Tesco said: “Our customers are at the heart of everything we do and we continually review our products and services to best meet their needs.

“As one of the largest retailers in the UK, we also understand that we have a responsibility to ensure our products reflect the diversity of our customers and colleagues. We believe the launch of our new skin tone plaster range is an important step and a move that we hope will be replicated by other retailers and supermarkets across the country.”

Paulette Balson, chair of the BAME at Tesco network commented: “One of the main objectives of our network is to help Tesco better serve our customers from all backgrounds and communities. No UK supermarket had ever stocked plasters in a range of skin tones before and we saw this as an opportunity for Tesco to lead the charge and make a genuine difference.

“Through our research within the network, we know how emotive a product like this can be. For example, one colleague reported that their child had felt self-conscious wearing a plaster on their face to school recently because it didn’t match their skin tone and stood out.”

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.