Sephora Black Beauty is beauty CSP

 Work through the following tasks to make sure you're an expert on the Sephora CSP and particularly the wider social and cultural contexts.


Wider reading on Sephora Black Beauty Is Beauty

Read these articles on the Sephora campaign: 

The Drum: Black Beauty is Beauty by RGA
Glossy: Sephora celebrates Black beauty in new digital and TV campaign

Complete the following questions/tasks:

1) What was Sephora trying to achieve with the campaign?
Wider black audience and to make it known they are not racist (You could argue)

2) What scenes from the advert are highlighted as particularly significant in the articles?
 A beauty parlor, a drag show dressing room, and a Black mother with her daughter.

3) As well as YouTube, what TV channels and networks did the advert appear on?
BET, OWN, Hulu, HBO max

4) Why does the Refinery29 article suggest the advert '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

5) What is the 15 per cent pledge and why is it significant?
15% of their shelves will be of black owned products, this is significant because it shows sephora's dedication to their campaign and the ideology they are tying to bring out into the media about themselves


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?
Establishing shots of location to show the domestic settings highlights the love and care ideology they are saying that black people put in their products and trends.
The close ups are a classic convention of beauty campaigns.

2) How is mise-en-scene used to create meanings about black beauty and culture?
The different cultures in the advert shows the influence they had on the wider public.
The man doing makeup subvert dominant stereotypes and represents how we are in a new time.
Domesticated setting creates authenticity and is not double consciousness.

3) How is editing used to create juxtapositions and meanings in the advert?
The split screen editing reflects the historical context.

4) How are verbal codes used to create meanings in the advert - the voiceover and text on screen? 
"its influence is universal" : Giving credit to black beauty that hasn't been given before
"Cut creases" "Beat faces" : Specific terms to add sense of expertise
"Trends we love" : Digital influence and nature of the culture 

5) What is the overall message of the advert? 
"Join sephora in supporting and celebrating black beauty"


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? 
They are reversing all sorts of double consciousness, racial essential ism etc.                                      
            
2) Media theory: how are Butler, Gauntlett, bell hooks and Gilroy applied to the CSP?
Butler: Man doing makeup, drag queens
Gauntlett: Man doing make-up
hooks: Celebrating black people and their beauty.
Gilroy: The advert does not reinforce but rather challenges hegemonic standards

3) What aspects of media language are highlighted on page 3 of the factsheet? 
Pans, medium-close up, mirror shots, split screens, binary opposition

4) How does the factsheet summarise the advert on the final page?
At the end of the advert, the message “Join Sephora in supporting and celebrating Black beauty” conveys the idea that Sephora is a brand leading the campaign for equality.

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?   
Consumerism, identity, capitalism, gender fluidity.

Reinforces consumerism because it is a brand.
Reinforces identity by giving black beauty a whole new meaning,
Subverts capitalism by beng more inclusive.
Reinforces gender fluidity by the equal representation of the men to the women.

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