Guide to Sephora Advert: Black Beauty is Beauty

Introduction

• Focus: Media language and representation.
• Relevant for AQA A-level Media Studies (Exams from 2024).
• Examines binary opposites and parallels between black history and modern beauty.

Initial Scene & Split Screen

• Set in a salon.
• Split screen shows past vs. present.
• Draws parallels between black history and modern beauty products.
• Example: Hairbrush celebrates Lydia Newman, a black female inventor.
• Mentions of "cut creases" and "beat faces" (slang within Black Culture).

Representation of Black Culture

• Often underrepresented in media.
• Advert includes terms like "baby hairs", "laid edges" - real focus on relatable black issues.
• Positive images: Mother doing child's hair, warm lighting, smiling/dancing people.
• Challenges negative stereotypes about black communities.

DIY Beauty Products

• Scene of a woman making her own shea butter.
• Reflects the lack of products for black women, leading to DIY solutions.
• Significance of black women innovating in beauty products.

Cultural Appropriation

• Visuals: Advert mentions the styles people are keen to post online.
• Highlights cultural appropriation by showing black origins of beauty trends now popular online.
• Context of online beauty vloggers taking credit without acknowledging black history and the LGBTQ community.

Diversity and Inclusivity

• Visible diversity in age, gender, ethnicity, body shape, etc.
• Inclusion of drag queens and male characters in beauty routines.
• Reflects broader acceptance of diverse gender representations in beauty.

Sephora's Positioning

• Final message: "Join Sephora in supporting and celebrating Black Beauty."
• Sephora positioning itself as a leader in the fight for ethnic equality.
• Context of addressing past controversies related to racial discrimination in stores.
• Use of black power symbolism (capitalization of "Black").

Unconventional Approach

• Focus on message rather than products or brand imagery.
• Relatable setting (homes, salons) to resonate with the audience.

Media Strategy

• Advert released on YouTube, Oprah Winfrey Channel, BET channel.
• Target: Black American audience primarily (Sephora's origin market).
• Encouragement to watch the extended version for more context.

SEO Bias and Campaign Context

• Addressing search engine bias (e.g., "Black Beauty" leading to horses due to the book/film).
• Campaign to manipulate search results through hashtags (#BlackBeauty).
• Research findings: Low representation of black-owned beauty brands, high discrimination faced by shoppers.

Production Insights

• Directed by Garrett Bradley, an award-winning black female director.
• Deliberate choice of black female crew and production companies.
• Positive, inclusive representations of black women.