what is the name of the advert campaign?
black beauty is beauty
where was the campaign broadcast and why?
Black Entertainment Television (BET) and the Oprah Winfrey Network (OWN) - largely black American audiences
why might Sephora seek to share the history of black beauty culture?
- gives the brand more integrity
- more likely to shop if it advocated for a better society (belief-driven buyers)
sephora what incident prompted the campaign?
music artist SZA was racially profiled in a Sephora store in Calabasas California and shared her experience on twitter
what was the outcome of the music artists tweet?
-stores closed for employees to be given extra diversity training
- 15% pledge (15% of shelf space is dedicated to BIPOC owned brands)
- Black Beauty is Beauty campaign
apply David Gauntlett to the Sephora ad (3 points)
- media is a “reflection of changing attitudes”
- brand supporting audience’s desire for change through its advertising, championing diversity
- representation helps promote self confidence for customers
Apply bell hooks to the Sephora ad (2 points)
- glamour often presented in mainstream as white, advert subverts this
- advertising has historically aided white supremicy
comment on diversity within the sephora ad
- range of races and ethnicities
- range of genders unlike traditional makeup adverts
- shows that although techniques were created by black people, they should be celebrated by everyone
define Du Bois term “Double conscious”
the internal conflict of being BIPOC in a society judged against white standards
comment on the mise en scene of the sephora ad
set in familiar places (living room, bedroom, beauty parlour) suggesting Sephora’s stores are equally comfortable spaces
comment on gender representation within the sephora ad
- multiple genders shown as opposed to general makeup ads
- highlights the drag community
- Judith Butler (gender performativity) diverse representation of gender, not binary
When was the Black Beauty is Beauty campaign launched?
2021
How has the move from television to online effected Sephora?
- adverts can be longer
- enables genre hybridity as does not have to appeal to such a wide audience.
