Sephora Black is Beauty blog tasks

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 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 it is powerful.

  2. What scenes from the advert are highlighted as particularly significant in the articles?
    Scenes showing braiding, Black men in nail salons, and Black women using bold makeup are seen as powerful. 

  3. As well as YouTube, what TV channels and networks did the advert appear on?
    The advert appeared on BET, Bravo, and E!—all networks with large and diverse audiences.

  4. Why does the Refinery29 article suggest the advert 'doesn't feel performative'?
    Because it was made by Black people and featured people from the community. The campaign showed long-term support, not just a one-time thing, so it felt authentic and respectful.

  5. What is the 15 per cent pledge and why is it significant?
    It’s a campaign asking major shops and businesses to give 15% of shelf space to Black owned brands (reflecting the percentage of the U.S. population that is Black). It’s important because it pushes for real change and better representation in the health and beuty industry.



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?
    The advert uses close-ups to celebrate skin texture, makeup, and hairstyles.

  2. How is mise-en-scène used to create meanings about Black beauty and culture?
    Mise-en-scène includes traditional hairstyles , fashion, beauty tools, and home/salon settings that reflect Black culture. These details show pride and creativity and place Black people at the center of attention.

  3. How is editing used to create juxtapositions and meanings in the advert?
    Juxtaposing different ages, genders, and styles shows diversity within the Black community and the broad impact of Black culture.

  4. How are verbal codes used to create meanings in the advert – the voiceover and text on screen?
    The voiceover is poetic and powerful, highlighting on Black beauty and its global influence. On screen text reinforces the message and highlights Sephora’s support for Black-owned brands. it gives the campaign a clear voice.

  5. What is the overall message of the advert? Sephora is showing that it stands with and supports the Black community in the beauty 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 ad shows that society now cares more about diversity. It includes people from different races, genders, and sexualities. It shows that people are proud of who they are

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

Butler says gender is something we do, like wearing certain clothes. Gauntlett says media helps us figure out who we are. bell hooks says this ad gives power to Black women. Gilroy says it celebrates Black culture and fights racism.

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


4) How does the factsheet summarise the advert on the final page?

The ad is really about freedom, identity, and pride. It wants people to feel strong and happy about being themselves.

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?  

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