Blog tasks: Sephora Black Beauty Is Beauty CSP

 Wider reading on Sephora Black Beauty Is Beauty


1) What was Sephora trying to achieve with the campaign?
Beauty haven Sephora has launched ‘Black Beauty is Beauty’, a new campaign celebrating the countless Black traditions and inventions that have propagated the beauty trends we all know and love – from stylised baby hairs and cut-crease eye shadow 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?

The film 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 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. 


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. Jacobs said that the success of the campaign is based on the “number of conversations” it generates across social media.

4) Why does the Refinery29 article suggest the advert 'doesn't feel performative'? 
Thanks to Bradley’s vision, inclusion of history and all body types, orientations and races, Black Beauty Is Beauty 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,ephora 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 committed to the 15 Percent Pledge on June 10, 2020. The retailer has not set a firm or clear timeline” Bradley and S for when it will achieve this goal. Since 2020, Sephora has doubled its Black-owned brand offerings to 16 brands, and it will reach 15% Black-owned brands within the hair category by the end of 2021. As of July 2021, Sephora.com’s total portfolio includes 312 brands, making its Black-owned assortment approximately 5% of its portfolio. In January, Sephora also published a commissioned report on racial bias within retail and reconfigured its annual Sephora Accelerate program to focus on BIPOC-owned brands.

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?
they 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?
it starts off with a big picture saying support and celebrate black beauty then has a copy under it to give costumers more information on the campaign  to inform them and educate them a bit saying 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 owned¹

<1% of venture capital
funding goes to
Black-owned businesses²

Sephora is committed to dedicating at least 15% of our shelf space to Black-owned businesses. We’ve doubled the amount we carry and won’t stop until we reach our goal.

78% of shoppers across
the retail industry don’t see
enough brands owned by
or made for people of color³

2 in 5 shoppers across the retail
industry have personally
experienced unfair treatment on
the basis of their race or skin color⁴


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





Media language: textual analysis 

1) How does the advert use camerawork to communicate key messages about the brand?
-split screen
-close ups 
+close ups of products recurring motif draws attention
-various eye line matches connect audience 
-varied shots/movements
- mirror image 

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

-props-brushes made by a black woman ->influence on society
-warm lighting gives a home-like sense 
-colour scheme - brown, gold(+skin tones) +warm colours- retro feel 
-big range of costuming -> domestic ,salon, carnival
-costume of casual home clothing shows the bond between a mother and daughter and pass on from generations 
-achieve footage gives a sense of history and nostalgia 

3) How is editing used to create juxtapositions and meanings in the advert?
-achieve footage gives a sense of history and nostalgia 
-post production 1980s gives a retro feel
-use of wipe +split screen
-black square links to BLM

4) How are verbal codes used to create meanings in the advert - the voiceover and text on screen? 
-rhetorical question 
-American voiceover-cultural hegemony
-repetition
-relating to younger audience

5) What is the overall message of the advert? 
Brands should use there platform to give a voice the black community and show the black creators/founders of brands the credit that they deserve.



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