Advertising: Sephora Black Beauty Is Beauty CSP

Wider reading on Sephora Black Beauty Is Beauty

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

In the campaign, Sephora were trying to fix their brand image and rebuild their reputation. It aimed to address negative perceptions such as Sephora is racist and show that the brand is more inclusive and diverse . They wanted people to feel represented and valued

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

beauty salon with Black women under dryer, drag show dressing room with drag queens getting ready, Black mother and her daughter, showing generational beauty practices, white person applying makeup contrasted with Black origins, reference to Lyda D. Newman and the invention of the hairbrush

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

BET, OWN, Hulu and HBO Max

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

Because it goes beyond surface level diversity. It includes real history, representation of different identities and  storytelling. The campaign fully immerses viewers in Black culture rather than briefly acknowledging it, making it feel authentic and genuine rather than just a marketing tactic.

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

retailers to dedicate at least 15% of their shelf space to Black-owned businesses. It is important because it helps increase representation and opportunities for black owned brands

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?

Firstly the use of the closeup hair products like the hair brushes suggests the influence of what black beauty has had on hair paired with their influence on other cultures. The use of the spilt screen showing a close up of a makeup and an old photo of a historic photo evokes the time passed and the changing of beauty standards. Plus the closeup spilt screen of a blue print and close up of combs reference to Lyda D. Newman and the invention of the hairbrush. Additionally, the close up of a white person doing a black culture makeup style( cut crease), suggesting the influence on which is has had on beauty. Also close up and a mid shot of drag queens doing their makeup. Along with girls fixing their makeup and hair in the bathroom. The long shot of the mum doing her daughter's hair emphasies the cozy setting of the living room. Along with the medium long shot of the girls in fancy costumes showing the different types of body types making the advert inclusive to anyone. Close up of an Asian girl applying makeup on her eye/cheek showing again the infleuence black beauty has had on different cultures. Towards the end of the video multiple frames within frames feature different faces from the advert to show the range of styles and looks that have been showcased. It borrows its icongraphy from social media and connotes community. A diverse range of people are shown using the makeup, connoting that the brand is for everyone. They are close up to allow the audience to see transformative effect of the product

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

Firstly in the opening scene, the use of props such as the pictures on the walls of the salon celebrate black beauty and emphasise the significance of hair stying to beauty culture in general, and the distinctive qualities for styling black hair. The use of casual costume shows ordinary women with casual dress code, strongly signifying that black beauty is for everyone. Use of a white person of with a cosy atmosphere with a homey setting, her applying makeup suggests the comfort makeup has brought to women. Additionally the women getting ready in the bathroom and a the drag queens too getting ready, showing confidence makeup has brought and forming friendships through makeup. The daughter and the mother scene is set in a cozy and warm environment with homely decor and family photographs connote positive messages about beauty. The central positioning of the mother and daughter highlight close family. Moreover, a young man and two women in one of their homes preparing their skin in carnival costumes, which elaborates dress code signifes carnival preparations and the range of skin tones and genders are selected to connote diveristy and inclusiveness. Then we see a woman in her kitchen making her own skincare preparations, the dress code is flamboyant with bright colours and statement jewellery and signifies fun as well as heritage and tradition in fashion. Towards the end, multiple frames within the frame which feature different faces from the advert to show the range of style and looks that have been showcased.

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

The use of quickly cutting between different Black individuals with varied looks, styles, and skin tones. These contrasts highlight the diversity of Black beauty and challenge narrow beauty standards. The mix of close-up and wider shots, along with changes between natural and glam appearances, helps build the meaning that beauty is not one fixed idea but something diverse, expressive, and inclusive.

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

The advert begins with the rhetorical question “what is beauty without Black beauty?”, immediately suggesting that Black influence is essential to the beauty industry. It then lists examples like “no cut creases,” “no beat faces,” and “no baby hairs and laid edges,” which highlights how many popular trends originate from Black culture. This creates a sense of recognition and gives credit to Black creators. The language also becomes more emotional with phrases like “a mother’s love” and “doing it for the culture,” linking beauty to identity, heritage, and community. Finally, the direct statement “it’s time we all give Black beauty the credit it deserves” clearly communicates the advert’s purpose, encouraging the audience to acknowledge, respect, and celebrate Black beauty.

5) What is the overall message of the advert? 

The advert constructs the idea that many mainstream trends and aesthetics originate from Black communities, positioning Black beauty as influential, creative, and culturally significant. At the same time, it promotes values of inclusivity and diversity, suggesting that beauty is not fixed but shaped by multiple identities and experiences. Ultimately, the advert functions as both a celebration and a call to action, encouraging audiences to acknowledge, credit, and actively support Black beauty within the wider industry.

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? 

The advert is an example of a contemporary media product and should be used to support the study of the theoretical framework. shows relevant social, cultural, historical, economic, and political contexts. Detailed study of the Sephora Black Beauty is Beauty advert should enable an understanding of how conventions of advertising are socially and culturally relative, dynamic, and can be used in a hybrid way.

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

Butler argues that gender is not strictly divided into two categories, male and female, but rather exists on a spectrum of gender identity. Gender is a social construct in which individuals “perform” their gender. This is represented in the advert when drag queens, who are anatomically male, perform traditionally female rituals by applying make-up.

The Sephora advert reinforces Gauntlett’s ideas that there is now a much broader range of representations in the media, challenging traditional notions of gender identity. Gauntlett discusses the idea that identity is not fixed, and audiences can use media texts to help shape their sense of self by selecting versions of ourselves we want to “adopt”. Gauntlett says, "Identity is complicated, everyone’s got one.” The text provides the audience with an array of options for how people of colour could present their identity.

Hooks’ notion that black women are excluded from mainstream media representations is contested in this text. In the advert, The Sephora brand aims to attract a diverse audience, and all the females featured are people of colour. They are no longer marginalised; instead, “black beauty” is celebrated and recognized for its impact on the industry.

Gilroy’s Postcolonial theory, which posits racial hierarchies, is challenged in this advert. The advert does not reinforce but rather challenges hegemonic standards of beauty, such as white, slim, Eurocentric features, etc. Individuals from the BAME (Black, Asian, and Minority Ethnic) community, who have historically been underrepresented in beauty advertising, have been selected to feature in this advert.

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

These include mise-en-scène, such as settings, props, lighting, and costume, which help construct representations of beauty and culture, as well as camera angles and sound, which influence how the audience engages with the visuals. Also highlights semiotics, showing how images carry cultural meanings, alongside genre conventions of advertising and how they may be followed or challenged. Finally, narrative is important in structuring the advert and guiding the audience through its message. Together, these elements demonstrate how media language is carefully constructed to communicate ideas and values. 

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. This may be an effort to address past racial controversies and present Sephora as a company championing ethnic diversity and equality.  Overall, the advert deviates from the conventional focus on individual products or brands and instead centres on the message of inclusivity and diversity. The audience is encouraged to relate to the depicted images of people in their own homes, bedrooms, and beauty salons, implying that this positivity is associated with the Sephora brand. Analysing the Sephora advert provides an opportunity to discuss race and gender within a commercial context. The use of progressive messaging, as exemplified in this advert, regarding diversity as a marketing strategy reflects how brands are targeting contemporary consumers.

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?  

The four ideologies are consumerism, identity, capitalism, and gender fluidity. In the advert, consumerism and capitalism are reinforced as it still promotes a brand and encourages buying, while identity and gender fluidity are challenged positively by showing diverse Black identities and inclusive representations such as drag culture.

A/A* extension tasks

Read this Marketing Dive feature on how Sephora is trying to alter Google search trends and highlight racial bias in algorithms and machine learning. You may then want to think about the following questions: 

How is the Sephora advert an example of recent changes in media representations of ethnicity?

shows a shift towards more inclusive and positive representations of Black ethnicity. Instead of marginalising Black beauty, it centres it as influential and foundational to global beauty culture. It celebrates Black identity, culture, and innovation, challenging older Eurocentric beauty standards and reflecting a more diverse, modern media landscape.

What does the advert tell us about the way new technology is changing the way adverts are constructed?

The advert shows that technology shapes both production and distribution. It is designed for online platforms like YouTube and uses fast editing, split screens, and social media-style visuals. It also reflects how search engines and algorithms influence visibility, with campaigns now being designed to “hack” SEO so content appears higher in search results, making adverts more interactive and digitally optimised.

Why have brands moved towards online and social media platforms in their advertising?

Brands have moved online because platforms like YouTube, Instagram, and TikTok allow them to reach global, targeted audiences. Social media also encourages user engagement, sharing, and user-generated content, which increases brand visibility and loyalty. It is also more cost-effective and allows brands like Sephora to connect with younger audiences in more authentic and interactive ways.

How does the idea of ingrained racial bias in algorithms link to some of the postcolonial ideas we have studied recently? 

The idea of algorithmic bias links to Gilroy’s ideas about racial hierarchies, because it shows how colonial power structures can continue in digital spaces. Search engines historically prioritising eurocentric results reflects ongoing Western dominance. The advert challenges this by trying to reshape digital visibility and centre Black culture and identity.