Advertising: Sephora Black Beauty Is Beauty CSP
Sephora Black Beauty Is Beauty CSP
The Drum: Black Beauty is Beauty by RGA
Glossy: Sephora celebrates Black beauty in new digital and TV campaign
1) What was Sephora trying to achieve with the campaign?
Sephora was trying to celebrate and centre Black beauty, especially since it’s often underrepresented in the beauty industry. The campaign was basically about showing that Black beauty is just as important and diverse, while also supporting Black creators and brands. It also links to their wider aim of being more inclusive and actually making change, not just saying it.
The articles point out scenes that show everyday Black experiences and identity, like people doing their hair, expressing themselves through makeup. e.g “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”.There’s also a focus on different shades, styles and individuality, showing the diversity within Black beauty.
It says the advert doesn’t feel performative because it comes across as genuine and authentic, not like Sephora is just doing it for attention or trends. The campaign focuses on real stories and experiences instead of stereotypes, and it’s backed up by actual actions (like supporting Black-owned brands), so it feels more meaningful.
The 15% pledge is when they commit to giving at least 15% of their shelf space to Black-owned businesses, reflecting the Black population in the US. It’s significant because it’s a real, measurable way to support Black businesses, rather than just making statements. It shows Sephora is actually trying to create long-term change in the industry.
The advert uses different camera shots and angles to show diversity and identity. Close-ups focus on facial expressions to show pride, while wider shots show a range of people, suggesting Black beauty is universal. This use of technical codes helps communicate inclusivity and influence.
Props like hair tools and mirrors link to Black culture and its history. The mirror symbolises reflection and passing down traditions. Warm lighting in family scenes creates a comforting vibe, showing culture being shared across generations.
Fast cuts and split screens show different perspectives and experiences, creating contrast. The picture-in-picture tutorial style suggests Black beauty is influencing others. This editing makes the message feel modern and highlights its impact
The voiceover guides the audience and reinforces the message of authenticity. It emphasises how Black beauty has shaped global beauty standards and makes the advert feel more real and meaningful.
The advert shows that Black beauty has influenced mainstream beauty trends and deserves more recognition. It promotes pride, diversity, and encourages people to embrace their identity.
Sephora reflects modern social and cultural contexts because it shows how advertising now focuses on ideas like diversity, identity and representation. It also shows how adverts change depending on society and culture, instead of sticking to fixed stereotypes.
The advert reflects Butler’s idea that gender is a performance, because femininity is shown as something constructed through makeup and self-expression rather than fixed. The women actively “do” gender through styling, posing, and beauty rituals.
Gauntlett links in through identity being fluid and self-created. The advert shows a diverse range of Black women choosing how they represent themselves, suggesting audiences can build their own identities rather than copy stereotypes.
Hooks is relevant because the advert challenges traditional racial representations. Instead of marginalising Black beauty, it celebrates it, shifting it from something historically othered to something central and powerful.
Gilroy connects through postcolonial ideas, as the advert rejects outdated racial hierarchies and avoids reinforcing stereotypes. It presents Black beauty in a positive, globalised way that reflects cultural diversity.
The advert uses warm lighting and rich colours to create a celebratory tone, while close-ups emphasise facial features and makeup, reinforcing beauty as detailed and personal. Fast-paced editing and a montage structure keep the energy high and show diversity. The use of a voiceover adds a personal, almost intimate feel, making the message more direct and emotional.
It presents the advert as promoting inclusivity and celebrating Black beauty, showing Sephora as a brand that’s progressive and diverse. It focuses on how the campaign challenges narrow beauty standards and puts Black women at the centre instead of the margins. At the same time, it still links to selling products, so the empowerment message is also part of the brand’s marketing to attract a wider audience.
The advert shows a shift towards more positive and accurate representation of Black beauty, instead of stereotypes or invisibility. It focuses on Black beauty is beauty and highlights celebrating Black consumers and creators. It links to the idea that brands are now trying to rebuild trust and be more inclusive by actually putting Black people at the centre rather than ignoring them.
The article explains that Sephora used Google search results in the campaign to show how algorithms can reinforce bias. This shows adverts aren’t just made for TV anymore and that they can include digital platforms and even use them as part of the message. It also shows how technology is now shaping representation, not just showing it.
Brands have moved online because that’s where audiences are, especially younger people, and it allows more engagement and targeting. The article also suggests digital platforms let brands reach people faster and more widely, and campaigns can spread more easily compared to traditional TV advertising.
The article links algorithm bias to the idea that systems are not neutral. This links to postcolonial ideas because even though colonialism has ended, there are still power imbalances in modern society. If algorithms are based on dominant (often Western) viewpoints, they can still exclude or disadvantage certain ethnic groups, which connects to ideas like cultural dominance and inequality continuing today.
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