Blog tasks: 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 how Black culture has influenced the beauty industry. It also aimed to promote diversity and support Black-owned brands.

2) What scenes from the advert are highlighted as particularly significant in the articles?
Important scenes include drag queens doing makeup, a beauty salon, a mother doing her child’s hair, and people creating beauty products like shea butter. These show culture, history and community.

3) As well as YouTube, what TV channels and networks did the advert appear on?
It appeared on BET, OWN and streaming platforms like Hulu and HBO Max.
4) Why does the Refinery29 article suggest the advert 'doesn't feel performative'? 
Because real Black creators were involved and it focuses on real culture and history, so it feels genuine and not fake.
5) What is the 15 per cent pledge and why is it significant?

It is a promise for retailers to give 15% of shelf space to Black-owned brands. It is important because it supports Black businesses and improves representation.
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?
It uses close-ups of faces and makeup to show detail and importance. Smooth camera movement makes it feel creative and energetic.
2) How is mise-en-scene used to create meanings about black beauty and culture?
It uses salons, makeup, hair tools and bright colours to show Black culture and beauty traditions.
3) How is editing used to create juxtapositions and meanings in the advert?
It uses fast cuts and split screens to compare past and present and show where trends come from.
4) How are verbal codes used to create meanings in the advert - the voiceover and text on screen? 
The voiceover explains that many trends come from Black culture and the text highlights key ideas.
5) What is the overall message of the advert? 
Black culture has shaped beauty and should be recognised and 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? 
It reflects modern issues like race and diversity, especially after Black Lives Matter, and shows inclusion.
2) Media theory: how are Butler, Gauntlett, bell hooks and Gilroy applied to the CSP?
Butler is shown through drag and gender performance. Gauntlett through different identities. bell hooks through Black women being included. Gilroy through challenging white beauty standards.
3) What aspects of media language are highlighted on page 3 of the factsheet? 
Camerawork, editing, mise-en-scene and sound.
4) How does the factsheet summarise the advert on the final page?
It says the advert celebrates Black beauty and focuses on diversity instead of just selling products.
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 is reinforced because it promotes products. Identity is shown through self-expression. Capitalism is reinforced as it is still a business. Gender fluidity is challenged in a positive way through representation of different genders. 

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