Sephora Black Beauty Is Beauty CSP

 Wider reading on Sephora Black Beauty Is Beauty


Complete the following questions/tasks:

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

Sephora wanted to celebrate Black beauty and show more diversity in the beauty industry. The campaign aimed to promote inclusion and represent Black culture positively.

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

The articles highlight scenes showing Black creators, models and influencers. Close-ups of different skin tones and hairstyles are important because they celebrate diversity and identity.

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

The advert appeared on YouTube and also on major TV networks. These included popular channels to reach a wide mainstream audience.

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

The article suggests the advert does not feel performative because it focuses on real stories and real people. It feels genuine rather than just trying to follow a trend.

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

The 15% pledge is a promise for companies to give 15% of shelf space to Black owned brands. It is significant because it supports real change in the industry.

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 to highlight faces and emotions. This helps show confidence and individuality.

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

The advert uses close-ups to highlight faces and emotions. This helps show confidence and individuality.

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

Fast editing cuts between different people and scenes. This creates contrast and shows diversity within Black beauty.

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

The voice over uses positive and empowering language. On screen text shows messages about identity and beauty.

5) What is the overall message of the advert? 

The advert shows that Black beauty is important, powerful and should be celebrated.


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).

1) Look at the exam hint on the first page. How does Sephora as a brand and the CSP specifically reflect contemporary social and cultural contexts? 

Sephora reflects modern values such as diversity and inclusion. The advert links to movements like racial equality and representation.

2) Media theory: how are Butler, Gauntlett, bell hooks and Gilroy applied to the CSP?

Judith Butler can be applied because identity is shown as something performed. David Gauntlett is relevant because the advert offers new role models. Bell Hooks would say it challenges traditional representations of race. Paul Gilroy links to ideas about multicultural identity.

3) What aspects of media language are highlighted on page 3 of the factsheet? 

The factsheet highlights camerawork, editing, mise-en-scene and sound used to create meaning.

4) How does the factsheet summarise the advert on the final page?

The advert is described as a celebration of Black culture, identity and beauty. It promotes diversity and challenges traditional beauty standards.

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?  

Advertising often promotes beauty, success, individuality and consumerism. The Sephora advert challenges traditional beauty ideals by showing diversity. It supports individuality and representation, but it still promotes consumerism because it is selling products.

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