Sephora Black Beauty Is Beauty CSP
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
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?
1) What was Sephora trying to achieve with the campaign?
"Overall, it shows show the trends, products and tools in the mainstream beauty sphere and their inherent connection to Black beauty culture"
Sephora aimed to recognise and celebrate the influence of Black culture on mainstream beauty. The campaign was to honor Black innovators and creators, acknowledging that many beauty trends and products have roots in Black culture. By doing so, Sephora intended to promote inclusivity and give credit to the often-overlooked contributions of Black individuals in the beauty industry.
2) What scenes from the advert are highlighted as particularly significant in the articles?
" From the Black mom who laid our edges as children and taught us to use thick lotions instead of that watery mess, we birthed make-up and skin care with our love and shared it with the world"
Mother and Daughter: Depicting a Black mother styling her daughter's hair, symbolizing the generation of beauty practices.
3) As well as YouTube, what TV channels and 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'?
That is because nobody feels left out and has a lot of inclusion in its under a minute run time.
5) What is the 15 per cent pledge and why is it significant?
The 15 Percent Pledge urges retailers to allocate at least 15% of their shelf space to Black-owned businesses.
The 15 Percent Pledge urges retailers to allocate at least 15% of their shelf space to Black-owned businesses.
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 close-ups and smooth tracking shots to create a personal and immersive experience. This camerawork emphasizes the individuality and beauty of Black individuals, aligning with Sephora's message of inclusivity and celebration of diversity.
2) How is mise-en-scene used to create meanings about black beauty and culture?
The mise-en-scène consists of beauty salons and dressing rooms, adorned with vibrant colors and decor. These elements show the richness of Black beauty culture and its role in shaping broader beauty standards.
3) How is editing used to create juxtapositions and meanings in the advert?
The advert uses cross-cutting and montage to juxtapose different scenes, such as transitioning from a mother-daughter hair-styling moment to a drag performer preparing backstage.
4) How are verbal codes used to create meanings in the advert - the voiceover and text on screen?
The voiceover in the advert asks powerful, thought-provoking questions like, “What is beauty without Black beauty?”, inviting viewers to reflect on how much of what we consider “beautiful” actually comes from Black culture. At the same time, the text on screen highlights real contributions made by Black innovators.
5) What is the overall message of the advert?
The campaign's message is that Black beauty isn’t just one small part of the industry—it’s the foundation. A lot of the trends, styles, and products we see in mainstream beauty actually have roots in Black culture. The advert is all about giving credit where it’s due and showing appreciation for the huge impact Black beauty has had, and continues to have, on the world of beauty.
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).
2) Media theory: how are Butler, Gauntlett, bell hooks, and Gilroy applied to the CSP?
Butler - Gender is a performance for example drag queen
Gauntlett - Identity is not fixed - there is a different representation of people
bell hooks - Black women are usually excluded from mainstream media however there is inclusion and celebration here
Gilroy - - the advert does not reinforce the hegemonic stereotypes, there is inclusion
3) What aspects of media language are highlighted on page 3 of the factsheet?
Binary opposition, close-ups
4) How does the factsheet summarise the advert on the final page?
“Join Sephora in supporting and celebrating Black beauty." Near the end this message is written, which presents Sephora as a brand that promotes diversity and change.
5) What are the four ideologies in advertising highlighted in task 8 on the final page of the factsheet? In your opinion, do you feel the Sephora CSP advert challenges or reinforces each of these?
consumerism
identity
gender fluidity
capitalism
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