What was Sephora accused of?
-Racial profiling by rapper SZA in 2019 which became a threat to Sephoras global brand
-Closed stores for “inclusivity training”
What’s Sephora known for?
-Avoids perpetuating negative stereotypes and focuses on celebrating black culture, positions Sephora as a ‘woke’ brand.
What does Sephora highlight?
Highlights racial bias in online algorithms- black beauty= horse
The advert
-Challenges hegemonic standards of beauty, such as white, slim, Eurocentric features
-individuals in the black, Asian, and minority ethnic community who have historically been underrepresented in beauty advertising, have been selected to feature in this advert
-Reinforces ideas about inclusivity, diversity, and challenges negative, historical stereotypes
-Digital activism
What is Sephora?
A French multinational retailer
Sephora- media language within the advert:
- At the start, the scene is established in a beauty salon
-Opening shots establish a group of happy women conversing
-Scenes and photos of looks from the past/ wide range of people of different sizes, ethnicities, and backgrounds
-Honouring and giving credit to the contributions black hairstyles and makeup have made to our society at large
-Split screens and mirror shots to provide origin stories creating a binary opposition of old vs new
-Close up of a hair brush is shown Lydia Newman- creator of the bristle hairbrush
-“cut creases” and “ beat faces” is used within Black American and drag slang culture
-Phrase “these icons” is used while showing old footage of black icons in fashion emphasising how black history and culture are responsible for many iconic beauty looks and trends
-Mother doing daughters hair- traditional and technique passed on
-Diversity presented through through various shots
-Message is about inclusivity
-Twelve split screens help reinforce inclusivity
Context
Theorists
Stuart Hall-representation
-Media constructs representations of people and groups
-The campaign increases representations of black beauty and black- owned brands
-Beauty is diverse and inconclusive
-Challenges traditional beauty advertising
David Gauntlett- Identity
-Suggests media allows people to build and express identities
-Showcasing diverse beauty products and creators makes the audience feel represented
-Consumers feel like they can buy the products to express identity and individuality
Paul Gilroy- Ethnicity and post colonial theory
-Explores race, identity, and cultural diversity in media
-Celebrates black identity, culture and history
