wider reading on sephora black beauty is beauty

Wider reading on Sephora Black Beauty Is Beauty

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

Sephora's 2021 Black Beauty Is Beauty campaign could be seen as an attempt to repair the brand's reputation and relationship with Black culture.

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

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 preformative'? 

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,” Bradley and Sephora 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 pledges at least 15% of their shelves for Black-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?

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?

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? 

78% of shoppers across the retail industry dont see enough brands owned by or made for people of colour

3% of brands at major beauty retailers are black owned

2 in 5 shoppers have personally experienced unfair treatment on the basis of their race or skin colour

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

Garrett is an American artist and filmmaker whose work focuses on themes including race, class, and the history of film in the US. In 2020, she was the first Black woman to win best director of a documentary at Sun dance for her film Time. The film was also notably nominated for Best Documentary Feature at the 2021 Academy Awards. This is her commercial debut.