A Level Media - Sephora “Black Beauty Is Beauty” advert - Media Language and Representation

Summary

The Sephora 'Black Beauty is Beauty' advert is a powerful media campaign focusing on representation and inclusivity. It celebrates black history's contributions to beauty trends and products, highlighting inventions like the hairbrush by Lydia Newman. The video challenges stereotypes, showcasing a diverse cast and positive images to counter negative media portrayals. It also addresses the lack of black-owned beauty brands and experiences of discrimination in stores. Directed by Garrett Bradley, the advert promotes a message of unity and equality, positioning Sephora as a leader in the fight for diversity in the beauty industry.

Takeaways

• 🎥 The video is an educational guide focusing on media language and representation, particularly relevant for A-Level media studies students.
• 🖼️ The use of split screens in the video draws parallels between black history and modern beauty, highlighting the contributions of black inventors and culture to the beauty industry.
• 🪄 The video celebrates black inventors like Lydia Newman, who invented the hairbrush, and includes references to black culture-specific beauty terms and practices.
• 💇‍♀️ The advert addresses the underrepresentation of black hair in media, showcasing various black hairstyles and the intricacies of their creation.
• 👩‍👧‍👦 It portrays positive images of black communities, such as a mother doing her child's hair, to counteract negative stereotypes often seen in media.
• 🛠️ The video discusses the DIY aspect of beauty for black women, who historically had to create their own products due to a lack of market offerings tailored to their needs.
• 📸 The advert features a diverse cast, including different ages, genders, body types, and ethnicities, emphasizing inclusivity and representation.
• 🏳️‍🌈 The inclusion of drag queens and male-presenting characters highlights the representation of diverse gender identities and the LGBTQ+ community in the beauty industry.
• 🔄 The video critiques online cultural appropriation and misrepresentation, where credit for certain beauty trends is often not given to their origins in black and LGBTQ+ communities.
• 🌟 The campaign by Sephora aims to support and celebrate black beauty, positioning the brand as a leader in promoting ethnic diversity and equality in the beauty industry.
• 🔍 The video addresses search engine bias, where searches for 'Black Beauty' returned irrelevant results, and the campaign's goal to change this by encouraging the use of the hashtag #BlackBeauty.

Q & A

What is the main focus of the Sephora 'Black Beauty is Beauty' advert?

The main focus of the Sephora 'Black Beauty is Beauty' advert is to highlight media language and representation, particularly the history and contributions of black people to modern beauty trends, products, and tools.

Why was the split screen technique used in the advert?

The split screen technique was used to draw parallels between black history and modern beauty, showing both the contrasts and similarities between the past and present, and to emphasize the contributions of black inventors to beauty products and tools.

Who is Lydia Newman and what is her contribution to beauty mentioned in the advert?

Lydia Newman is a black female inventor who is celebrated in the advert for inventing the hairbrush, which is a significant contribution to the beauty industry.

What does the advert aim to challenge regarding the representation of black hair in media?

The advert aims to challenge the underrepresentation and westernization of black hair in media, by showcasing the intricacies of black hairstyles, the tools and products needed, and the variety of looks that can be achieved.

What positive images are presented in the advert to counteract negative stereotypes about black communities?

The advert presents positive images such as smiling, dancing people, and a warm, loving scene of a mother doing her child's hair, which help to counteract negative stereotypes often represented in the media.

Why did black women have to create their own beauty products and mixes?

Black women had to create their own beauty products and mixes because there were no products marketed specifically for them, leading them to invent their own solutions to meet their unique beauty needs.

How does the advert address the issue of cultural appropriation in beauty trends?

The advert addresses cultural appropriation by showing the origins of certain beauty trends within the black and LGBTQ+ communities, and by emphasizing the importance of crediting these communities for the styles they have created.

What is the significance of the diversity shown in the advert?

The diversity shown in the advert, including people of different ages, genders, body sizes, and ethnicities, signifies an inclusive message and represents Sephora's commitment to celebrating all people's ability to enjoy and appreciate makeup and beauty trends.

What is the purpose of the phrase 'join Sephora' in the advert's conclusion?

The phrase 'join Sephora' invites viewers to be part of the brand's mission to support and celebrate Black Beauty, positioning Sephora as a leader in the fight for equality and inclusivity in the beauty industry.

How does the advert's unconventional approach differ from typical beauty advertisements?

Unlike typical beauty advertisements that focus on specific products or brands, this advert focuses more on the message of inclusivity and representation, without prominently featuring Sephora's logo or products.

What was the strategy behind releasing the advert on YouTube, Oprah Winfrey channel, and BET?

The strategy was to target a wide audience, specifically black audiences, by placing the advert on platforms that are popular and relevant to the community, thereby increasing the visibility and impact of the campaign.

What did Sephora discover regarding search engine bias and how did they address it?

Sephora discovered that search engine results for 'Black Beauty' were biased, often showing unrelated images like horses instead of black beauty trends. They addressed this by launching the 'Black Beauty is Beauty' campaign and using the hashtag #BlackBeauty to influence search engine results and promote accurate representation.

Who is the director of the advert and what is significant about her involvement?

The director of the advert is Garrett Bradley, a black female director who has won several awards. Her involvement, along with a black female crew and production companies, likely contributed to the more inclusive and positive representation of black women in the advert.