Black Beauty is Beauty




Blog tasks: Sephora Black Beauty Is Beauty CSP

Work through the following tasks to make sure you're an expert on the Sephora CSP and particularly the wider social and cultural contexts.

Wider reading on Sephora Black Beauty Is Beauty

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

Complete the following questions/tasks:

1) What was Sephora trying to achieve with the campaign?

Sephora's black beauty campaign aimed to celebrate and promote diversity by highlighting the beauty and unique experiences of Black individuals.

2) What scenes from the advert are highlighted as particularly significant in the articles?

In the Sephora black beauty campaign advert, scenes showcasing diverse representations of Black beauty, culture, and experiences, such as the portrayal of various skin tones, natural hairstyles, and cultural symbols, are highlighted as significant.

3) As well as YouTube, what TV channels and networks did the advert appear on?

  • BET (Black Entertainment Television)
  • TV One
  • OWN (Oprah Winfrey Network)
  • Bravo

4) Why does the Refinery29 article suggest the advert 'doesn't feel performative'? 

The Refinery29 article suggests that the advert "doesn't feel performative" because it authentically celebrates Black beauty and culture without exploiting diversity for commercial gain.

5) What is the 15 per cent pledge and why is it significant?

The 15 Percent Pledge is a commitment for retailers to dedicate 15% of their shelf space to products from Black-owned businesses.

Advertising agency feature

The Black Beauty Is Beauty advertising spot was created by global creative agency R/GA. Look at their website feature on the project and answer the following questions:

1) Why did Sephora approach R/GA to develop the advert?

Sephora approached R/GA to develop the advert because of the agency's expertise in creating inclusive and culturally relevant campaigns.

2) What was the truth that R/GA helped Sephora to share?

R/GA helped Sephora to share the truth of embracing and celebrating the beauty and diversity of Black individuals, and promoting inclusivity within the beauty industry.

3) How did the advert 'rewrite the narrative'?

The advert "rewrote the narrative" by depicting Black beauty in a positive and empowering light, challenging stereotypes and promoting a more inclusive and diverse representation within the beauty industry.

Sephora website: Black Beauty Is Beauty

Visit the Sephora website page on Black Beauty Is Beauty. Answer the following questions:

1) How does Sephora introduce the campaign?

Sephora introduces the campaign by affirming its commitment to diversity and inclusivity, stating, "We stand for inclusivity and are proud to have the most diverse beauty community."

2) What statistics are highlighted on the website? 

3) What do we learn about Garrett Bradley - the director of the advert? 

Garrett Bradley, the director of the advert, is known for her powerful storytelling and exploration of social issues through her work in film and documentary.

Media language: textual analysis

Watch the advert again and answer the following questions that focus on technical and verbal codes. Use your notes from the lesson to help you here.  

1) How does the advert use camerawork to communicate key messages about the brand?

The advert uses dynamic camerawork to capture the diverse beauty of its models, emphasising inclusivity and empowerment.

2) How is mise-en-scene used to create meanings about black beauty and culture?

Mise-en-scene in the advert is carefully used to celebrate black beauty and culture through the selection of diverse models, settings, and styling choices, adding a sense of pride and representation.

3) How is editing used to create juxtapositions and meanings in the advert?

The editing in the advert juxtaposes moments of personal empowerment with scenes of community celebration, creating a narrative that celebrates individuality beauty and culture.

4) How are verbal codes used to create meanings in the advert - the voiceover and text on screen? 

Verbal codes in the advert, including the voiceover and text on screen, are used to reinforce themes of empowerment, self-expression, and inclusivity.

5) What is the overall message of the advert? 

The overall message of the advert is to celebrate diversity, self-expression, and empowerment within the beauty community.

Media factsheet

Finally, go to our Media Factsheet archive on the Media Shared drive and open Factsheet #259: Sephora Online Advert - Black Beauty Is Beauty. Our Media Factsheet archive is on the Media Shared drive: M:\Resources\A Level\Media Factsheets. If you need to access this from home you can find our factsheet archive here (you'll need to use your Greenford login).

1) Look at the exam hint on the first page. How does Sephora as a brand and the CSP specifically reflect contemporary social and cultural contexts? 

The advert's message is a celebration of diversity, self-expression, and empowerment in beauty, representing inclusivity and representation for all individuals.

2) Media theory: how are Butler, Gauntlett, bell hooks and Gilroy applied to the CSP?

Applying Butler, Gauntlett, bell hooks, and Gilroy to Critical Social Psychology involves analysing how media representations of race, gender, and identity influence societal power dynamics and individual experiences.

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