As a child, Victor Casale didn’t see himself in the crayon box. He remembers mixing the pink and dark brown colors to create the right shade – learning about inclusion, diversity and the sense of belonging all along the way.
It’s no surprise, then, that he jumped at the opportunity to collaborate with Crayola to create Colors of the World, a 24-count box of specially formulated crayons representing skin tones worldwide. Casale, co-founder and CEO of MOB Beauty, is former chief chemist and managing director, research and development, for MAC cosmetics, and co-founder and CIO of Cover FX.
“I have spent my life trying to create truly global shade palettes because I know what it’s like to be with a person who has finally found their exact match,” he says. “They feel included and recognized, and I am hoping every child who uses these crayons and finds their shade will have that feeling.”
Casale worked with Crayola’s research and development and marketing teams for more than eight months to develop the inclusive shades, systematically creating colors that “step down from light to deep shades across rose, almond and golden undertones,” according to the company. Crayola also conducted rigorous consumer testing.
In addition to the 24-count pack, Crayola is offering a 32-count pack sold exclusively at Walmart, with additional colors for hair and eyes, as well as a Colors of the World Coloring Book. The crayons are set to launch in July, and markers and colored pencils are expected in spring 2021.
The company first introduced multicultural products in 1992 and the 8-count box of multicultural crayons has been a mainstay. This new effort, however, expands the opportunities for dialogue as well as the prospects for representation. The palette was officially announced on May 21, less than a week before the death of George Floyd sparked protests around the world.
At the time of the launch, Casale told Allure that even though foundation shades had come a long way, the beauty industry must be “constantly innovating and pushing themselves creatively.” The lesson to be learned from the Colors of the World crayons? “The desire for inclusivity begins at a young age.”