Sephora – Black Beauty is Beauty 2021

Question 1

What is the main aim of the advertisement?

Answer 1

To draw attention to the impact of black culture has on mainstream beauty trends and products

Question 2

Hairbrush Patent (ML)

Answer 2

Lydia Newman, a black inventor who made hairbrushes more hygienic with synthetic bristles.

Question 3

Salon Scene (ML)

Answer 3

Pictures women getting their hair curled, in the opening close-up shot. Presents a relationship with women and their hair, something significant for the community. Shows Sephora knows their audience.

Question 4

How does Sephora reflect back on Black and LGBTQ culture? (ML)

Answer 4

The left to right swipe transition from modern drag queens to past icons, visualizing their influence via comparison.

Question 5

What does Butler argue, and how does it apply to Sephora?
(ML)

Answer 5

Butler argues that gender identities are constructs in which we see ourselves, and our acts can influence our gender. E.g. Sephora presents us with a range of gender identities, including drag queens who show that gender is only a repetition of acts.

Question 6

What does hooks argue, and how does it apply to Sephora?
(MR)

Answer 6

hooks argues that people aren’t only defined by one quality like gender, but are labelled as a mixture of race, class, gender, sexuality. - Intersectionality. Sephora recognizes this, shown through it’s diverse cast.

Question 7

What did Sephora do in response to SZA’s racial profiling? (MR)

Answer 7

They committed to the 15% pledge and increased the number of black-owned brands it sells. They also updated marketing guidelines to ‘encourage diverse voices’. Showing the brands adaptation as it shifted it’s representation to be positive and welcoming.

Question 8

Gauntlett argues media texts ‘actively disseminate modern values’ how does Sephora show this? (MR)

Answer 8

Sephora reinforces this point as it positions itself as a ‘champion of diversity’ a self-representation of the brand, as it supports it’s audience’s desire for change.

Question 9

How does the campaign portray the message that black beauty should be celebrated by everyone? (MR)

Answer 9

The diverse cast engaging in beauty rituals; Drag queens applying makeup, A Black Woman making shea butter, A mother coiling her daughters hair, and an arrangement of women from different ethnic groups getting ready.

Question 10

What does hooks believe about Hollywood? (MR)

Answer 10

That Hollywood typically encode beauty as white. E.g. Marilyn Monroe.

Question 11

What is diversity represented in the ad.

Answer 11

Through the 12 person split screen showing different skin tones, fat thin, gender.