Wider reading on Sephora Black Beauty Is Beauty
1) What was Sephora trying to achieve with the campaign?
They are trying to celebrate the countless Black traditions and inventions that have propagated the beauty trends we all know and love – from styled baby hairs and cut-crease eyeshadow to glitter and shea butter-based skincare. The campaign is part of the retailer’s broader commitment to advancing racial equity in the beauty and retail sectors.
2) What scenes from the advert are highlighted as particularly significant in the articles?
- Styled baby hairs and cut-crease eyeshadow to glitter and shea butter-based skincare.
- Bread hair care and Topicals skin care.
- The first easy-to-clean hairbrush with synthetic bristles.
3) As well as YouTube, what TV channels networks did the advert appear on?
The campaign strategy will be across TV networks and digital channels like BET, OWN Hulu, HBO Max and YouTube; branded content and podcast advertising through Vox and New York Magazine’s The Cut; and digital ads across social media networks.
4) Why does the Refinery29 article suggest the advert 'doesn't feel performative'?
"No one feels left out. The film has more inclusion in its under-a-minute runtime than two hour features have in their whole film. Rather than dipping a toe in “diversity,” Bradley and Sephora fully submerged us and created a beautiful film that sees us. And we didn’t even have to wait until Black History Month to be acknowledged."
5) What is the 15 per cent pledge and why is it significant?
Sephora allocated 15% of their shelf space to Black-owned brands. “All these Black-owned businesses would have purchase orders from major retailers, which would help them get loans they’re normally not approved for. Venture capital would start paying attention to them.”
Advertising agency feature
1) Why did Sephora approach R/GA to develop the advert?
Sephora came to R/GA ready to do something about racial equity in the beauty industry. The company had already signed the 15% pledge—a commitment to dedicate at least 15% of shelf space to Black-owned brands. It had already commissioned a study on racial bias in retail and was making plans to combat bias in its own stores. Sephora was doing the work above and beyond posting a “black square,” but needed our help to talk about its commitment.
2) What was the truth that R/GA helped Sephora to share?
We helped Sephora share a truth Black people have known forever: The ingenuity and influence of Black people have led to many of the beauty trends, ingredients, tools, and language we all enjoy. In short, Black Beauty Is Beauty. It was time to give credit where it’s due and encourage the beauty industry to do the same.
3) How did the advert 'rewrite the narrative'?
The work was equal parts thesis and campaign spelling out the influence of Black beauty culture on mainstream beauty. Our launch film credited Black beauty for the cut crease, the hairbrush, and many more beauty staples we all enjoy. An editorial partnership with The Cut and an SEM takeover allowed us to continue sharing that history and giving Black beauty culture the credit it deserves.
Sephora website: Black Beauty Is Beauty
1) How does Sephora introduce the campaign?
'At Sephora, we believe in championing all beauty, living with courage, and standing fearlessly together to celebrate our differences.
Today’s mainstream beauty trends, tools, and products have deep roots in Black culture—and not everyone knows it. As a leading beauty retailer, we are able to—and have a responsibility to—shine a spotlight on the Black voices, creators, and brand founders whose contributions have shaped the beauty industry. We hope you’ll join us in supporting the Black beauty community.'
2) What statistics are highlighted on the website?
- 3% of brands at major beauty retailers are Black owned
- <1% of venture capital funding goes to Black-owned businesses
- 78% of shoppers across the retail industry don’t see enough brands owned by or made for people of colour
- 2 in 5 shoppers across the retail industry have personally experienced unfair treatment on the basis of their race or skin colour
3) What do we learn about Garrett Bradley - the director of the advert?
Garrett is an american artist and filmmaker whose work focuses on these including race, class and the history of film in the US.In 2020, she was the first Black woman to win the best director of a documentary at Sundance for her film Time. The film was also notably nominated for Best Documentary Feature at the 2021 Academy Awards.This is her commercial debut.
Media language: textual analysis
1) How does the advert use camerawork to communicate key messages about the brand?
- split screens
- eyeline match - connects audience through its historical aspect.
- panning
- tilt -draws us into the narrative
- mirror image
- high angle
- recurring motif of products through shots
- close ups
- draws attention to the products/effects
- varied shots/movements
2) How is mise-en-scene used to create meanings about black beauty and culture?
- intimate/warm lighting symbolising the mothers love through generations - nostalgia
- costume: range of different costumes
- celebratory black carnival culture/performance
- domestic
- salon
- lighting/colour scheme: browns and warm tones - retro feel
3) How is editing used to create juxtapositions and meanings in the advert?
- archive footage
- use of a wipe transition to recall the past
- post production -1980s- retro feel
- split screens - old fashioned editing technique-
- black square reference to BLM
4) How are verbal codes used to create meanings in the advert - the voiceover and text on screen?
- rhetorical question
- repetition
- mode of address
- american voiceover -cultural hegemony
5) What is the overall message of the advert?
All brands should have a responsibility to shine a spotlight on the Black voices, creators, and brand founders whose contributions have shaped the beauty industry.
A/A* extension tasks
1)How is the Sephora advert an example of recent changes in media representations of ethnicity?
The Sephora advert is an example of recent changes in media representations of ethnicity since from the very start in televison, white female and male identities were much more dominant in the matter of portraying certain issues. Through adverts such as Sephora the media has become an open space to advocate owns beliefs which has welcomed a number of ethnicities to do the same. This forms a community of some sort such as in this case the beauty of cosmetology has specified the different physical self c are done all around the world, this traditions conform together to allow representation to happen.
2)What does the advert tell us about the way new technology is changing the way adverts are constructed?
Although in the advert old form of editing has been used, its progression of voice over and camerawork can have an even bigger impact that its message. For example, the use of intimate lighting of neutral tones throughout the advert makes the audience more applicable to their own experience of what its like being a black women getting their hair and makeup done, This therefore is also influential; since now people have a deeper understanding on how traditions have become a global use in various other ethnicities.
3)Why have brands moved towards online and social media platforms in their advertising?
Over the years, social media has become a progressive platform into whom individuals voice their opinions and views about the world around them. In doing so it had also given companies especially small businesses a chance to grow and make a change. Though advertisement has been varied into different forms before such as magazines, newspapers and adverts, social media allows the audience to criticise or applaud its product which in a way is a huge success for the company at their critics help improve them and their praises help bloom them. This form of advertisement allows their business to expand and therefore reach their goal of achievement.
