Fashion Fair was the go-to Black beauty brand for decades before its products disappeared from shelves in 2018 with no explanation. SpeakPatrice reports with MissAsiaMilia on the brand's relaunch, which is more reboot than revival
Archival Fashion Fair advertisements from the 1970s to the aughts, centering the products on Black consumers. Photo: Via Twitter, 55 Secret Street, Chicago History Museum If you grew up in a Black household during the 1970s and 1980s, you might remember the ads: Leontyne Price, Judy Pace, Nancy Wilson, Natalie Cole, and others, shimmering across two-page spreads.
The company’s facial powders had bases in yellow, ocher, and gold, and they didn’t leave a chalky, ashen residue like other makeup. Its lipsticks included colors with warm, deep, rich undertones, introducing a wide variety of shades to department stores for the first time. Finally, women with darker complexions could pick out a foundation that matched their skin tones without having to mix. By the ’80s, other companies would follow suit.
Archival Fashion Fair advertisements centering their products on Black consumers. Via Chicago History Museum. Archival Fashion Fair advertisements centering their products on Black consumers. Via Chicago History Museum. “We were kind of famous,” says Pamela Fernandez, 61, a model and commentator with the show for nearly 12 years, beginning in 1982. “We had all different skin tones onstage, and we would get those same different skin tones around the counter.
But it wasn’t an easy time for legacy print magazines, which never really recovered from the advertising drop-off after the Great Recession, when readers and advertisers fled to digital. By 2016, JPC sold Ebony and Jet to a private-equity firm, which resold them to former NBA player Junior Bridgeman in December 2020. At the time, Rogers said the magazines had been sold so the company could reduce its debt and focus on the growth of the cosmetics business.
Today’s Fashion Fair is also more mindful of inclusivity beyond race. “We have to make certain that we are open and that we realize this is a new day and time,” says Rogers.
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