Advertising: Sephora Black Beauty Is Beauty CSP
Read these articles on the Sephora campaign:
The Drum: Black Beauty is Beauty by RGA
Glossy: Sephora celebrates Black beauty in new digital and TV campaign
1) What was Sephora trying to achieve with the campaign?
By showing the history of beauty products as well as showing the guys who are depicted using makeup in the advertising, Sephora was attempting to highlight everything about "black beauty" and diversity.
2) What scenes from the advert are highlighted as particularly significant in the articles?
All of the videos of people wearing make-up demonstrate the diversity of the advertisement. Split-screen images of the makeup and the archived image of the salon with black women in them. There is also another split-screen image of a plan of a hairbrush that was made by the black community.
3) As well as YouTube, what TV channels and networks did the advert appear on?
American TV, Oprah Winfrey and the BET channels
4) Why does the Refinery29 article suggest the advert 'doesn't feel performative'?
"Instead of dipping a toe in 'diversity'" they are "fully submerged", emphasising how inclusive the commercial is..
5) What is the 15 per cent pledge and why is it significant?
The corporation promised that they would seek to have 15% of beauty goods manufactured by black-owned brands and it's significant as it's Sephora's attempt at showing diversity however some people argue that 15% is too little.
Advertising agency feature:
1) Why did Sephora approach R/GA to develop the advert?
They had gone to R/GA to discuss how to tackle racism in their businesses " but they needed assistance in approaching R/GA about its "commitment" to the issue.
2) What was the truth that R/GA helped Sephora to share?
They claimed that "black beauty is beauty," shows that there is only one type of beauty and that it should not be based on race.
3) How did the advert 'rewrite the narrative'?
They demonstrated how the black community had developed beauty items, tools, and fashions.
Sephora website: Black Beauty Is Beauty:
1) How does Sephora introduce the campaign?
They begin the campaign by attempting to project an image of inclusivity before discussing how the black community first popularised cosmetics.
2) What statistics are highlighted on the website?
Major beauty retailers carry 3% Black-owned brands.
-Black-owned enterprises receive 1% of venture capital funding.
-78% of consumers in the retail sector say there aren't enough brands owned by or designed for people of colour.
2 out of every 5 customers in the retail sector have personally encountered discriminatory treatment based on their race or skin colour.
3) What do we learn about Garrett Bradley - the director of the advert?
American artist and filmmaker Garrett explores issues like racism, class, and the development of cinema in the US. She was the first Black woman to win Sundance's "best director of a Documentary" award in 2020.
Media language: textual analysis:
1) How does the advert use camerawork to communicate key messages about the brand?
There are a lot of close-ups and extreme close-ups in the advertisement, which may be used to highlight the various products that the people in the advertisement are using and to highlight the "beauty" of the individuals in order to make the "black beauty" slogan more relevant to what is happening on screen.
2) How is mise-en-scene used to create meanings about black beauty and culture?
Props like hairbrushes are displayed, the first of which were made by the black community. This demonstrates the lengthy history of black culture in fashion and manufacturing, as well as the fact that none of these developments would have been possible without these individuals.
3) How is editing used to create juxtapositions and meanings in the advert?
In the editing, we can see that there are many references to earlier periods, such as the screen wipes and the numerous square boxes, this is done to contrast the present with the past and demonstrate how far people and the advancement of makeup have come.
4) How are verbal codes used to create meanings in the advert - the voiceover and text on screen?
The phrase "black beauty" is used frequently in the advertisement, reinforcing and empowering the message it is trying to express. It is also clear that the corporation is attempting to connect with the audience.
5) What is the overall message of the advert?
The overarching message, in my opinion, is that if these members of the black community had never created any of these kinds of items, makeup wouldn't be as known. Additionally, I believe it sheds light on the accomplishments of the black community, the majority of which were previously unknown.
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