Advertisements- Sephora 2021

Question 1

Who are Sephora?

Answer 1

Sephora claims to be the largest beauty community in the world with an extensive range of cosmetic products from more than 250 brands. They are also committed to increasing their positive social impact by empowering women in their company, building a more inclusive workforce and improving the retail experience for all its consumers. Their “Black beauty is beauty” advertisement draws attention to the impact Black culture has on mainstream beauty trends and products.

Students should focus on the different ways brands demonstrate their personal values to appeal to their target audience and how media representations can help audiences define their identity in terms of race, ethnicity, and gender. We will also consider the influence of the social and commercial context behind the text’s progressive message.

Question 2

Cultural context

Answer 2

Inclusivity part of western values
LGBTQ+ mainstream acceptance
Black wig culture
Hair as a political and cultural act
Moving towards equality (acceptance of Black Beauty) to post-BLM world

Question 3

Economic context

Answer 3

In a media saturated world, the need for a USP is vital
Beauty hegemonically linked to product

Question 4

Social context

Answer 4

Cultural appropriation
Adverts adopting filmic tropes (and directors)
Longer adverts available to be viewed via social media

Question 5

Historical context

Answer 5

Barack Obama - 2008
BLM gained momentum in 2020 – George Floyd
Kamala Harris VP 2021

Question 6

Familial setting (doing the child’s hair in the home)

Answer 6

Connotations of warmth, love, inclusion

Question 7

70s decor/props

Answer 7

Historical context of ‘black beauty’