Sephora Black Beauty is Beauty

Question 1

When + where was sephora started?

Answer 1

First launched in Paris in August 1970

Question 2

When was the Black Beauty is Beauty campaign started?

Answer 2

In 2019

Question 3

Who created the campaign?

Answer 3

R/GA, film was directed by Garrett Bradley

Question 4

Why did they create the campaign?

Answer 4

• Black ppl create trends + receive no credit whilst white industries profit
• Highlights products innovated by black people
• Shows audiences they have commitment to social movements like BLM = audiences want brands they can trust to be inclusive
• April 2019 = SZA racially profiled in store, sephora shut all stores to given diversity training

Question 5

What is search bias?

Answer 5

Systematically favouring certain types of content over others

Question 6

How is search bias relevant to this campaign?

Answer 6

Internet excludes black beauty brands + prioritises caucasian brands + styles culturally approproated from black beauty trends

Question 7

Who directed + created advert?

Answer 7

Sephora partnered with R/GA, directed by African-American director Garratt Bradley, who focuses on themes including race, class, + US history

Question 8

Who is the conglomerate that owns sephora?

Answer 8

LVMH

Question 9

What is the 15% pledge?

Answer 9

Black ppl make up 15% of US population, so businesses asked to dedicate 15% of shelf space to black owned brands

Sephora signed upto this

Question 10

How does the advert demonstrate the brand values?

Answer 10

Created to allow confidence + encourage people to be comfy in own skin

Works to create products fit for anyone

Question 11

What is the specific discourse that sephora products create?

Answer 11

No matter what race, sexuality, gender sephora aspires to create confidence + comfort across society