Advertising: Sephora Black Beauty is Beauty CSP

Wider reading on Sephora Black Beauty Is Beauty

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

Sephora is trying to advance racial equity in the beauty and retail sectors and generate conversations about the campaign on social media as well as bring awareness to Black beauty products in Sephora stores and possibly even encourage other brands to do the 15% pledge. 

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

The advert also highlights Lyda D.Newman patented the first easy-to-clean hairbrush with synthetic bristles and the design of the hairbrush is highlighted in the advert. The film also shows a white person applying a cut crease, then cuts to a trio of drag queens beating their face, then to vogueing at a drag ball. The message is clear: these trends are Black and queer. From the Black mum 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.  

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

The advert appeared on BET, OWN Hulu, HBO Max, branded content and podcast advertising through Vox and New York's magazine The Cut and digital ads across social media networks. 

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

Refinery29 suggested the advert doesn't feel performative due to the inclusion of history and all body types, orientations and races, no one feels left out. Refinery29 also mentions that the film has more inclusion in it's under-a-minute runtime than two hour features have in their whole film. 

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

The 15% pledge is when stores pledge to stock at least 15% of their shelves with Black-owned brands. This is significant as Black owned brands are getting the recognition they deserve and the same opportunity for customers to purchase them like white-owned brands have and allows Black-owned brands to earn more profit. 

Advertising agency feature

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

Sephora was ready to do something about racial equity in the beauty industry and had already commissioned a study on racial bias in retail and was making plans to combat bias in its own stores however Sephora needed R/GA's help to talk about its commitment.  

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

R/GA helped Sephora share the truth of the ingenuity and influence of Black people that have led to many of the beauty trends, ingredients, tools and language we all enjoy. 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 part thesis and campaign spelling out the influence of Black beauty culture on mainstream beauty. The 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 R/GA 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?

Sephora introduces the campaign by saying 'Support & Celebrate Black Beauty' with the background of the banner containing still images from their advert. Sephora also provides statistics to emphasise how ignored/ under-represented the Black beauty industry really is. Sephora mentions their short film celebrates the tremendous impact and influence of Black beauty on the industry at large. 

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 Bradley is an American artist and filmmaker whose work focuses on themes such as race, class and the history of film in the U.S. In 2020 she was the first Black woman to win best director of a documentary at Sundance for her film 'Time'. This advert was her commercial debut. 

Media language: textual analysis

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

-Camera is constantly moving as if it's taking us on a journey on the change in culture and the social progress. 

-Lot's of close-ups are used throughout the advert which is to emphasise the features of Black beauty and create intimacy. 

-Lot's of zoom ins as well on the Black cultural trends. 

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

-In the advert we see many different settings used, such as a home where we see a mother doing her daughters hair, a hair salon, dressing room, bathroom and kitchen. 

-We see many models who are wearing make-up that features the Black beauty techniques. 

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

-Archive footage is juxtaposed with split screens with up-to-date shots. 

-Split screen editing represents everyone and captures the varied aspects of Black beauty and culture. 

-Photographic effect- importance of image, appeal to Instagram generation/social media.

- Picture-in-picture effect creates video call/ YouTube tutorial effect which reflects digital culture.

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

- 'What is beauty without Black beauty?' draws attention to racial bias in beauty industry which excludes positive representations. 

-'Cut creases, beat faces, legendary icons, baby hairs, laid edges.' Specific Black terminology which gives authenticity to adverts. 

-'... doing it for the culture' empowering message which is about brand building for Sephora not inadequacy marketing. 

-'The styles we can't wait to post' reflects 21st century media landscape brands and advertisers now operate in. 

-'Black beauty'- Sephora capitalise B in Black throughout this campaign which establishes importance of Black culture. 

-'Join Sephora in supporting and celebrating Black beauty' call to action: social media/sharing etc. 

-'So it's time we all give Black beauty the credit it deserves.'- message of the campaign= response to racial profiling scandal?

5) What is the overall message of the advert? 

The overall message of the advert is to generate awareness of Black beauty brands and bring people to support and celebrate Black beauty however on the other hand you could argue Sephora focused on this advert to build their brand and possibly even use this advert as a response to their racial profiling scandal.