Introduction
Like any sphere, the beauty industry also needs a particular supply to consumers and advertising. Some people believe that attracting black women to advertising is a kind of racism. The situation is contributed with stereotypes toward models of color, putting emphasis on the status of society associated with skin tone. The variety of preconceptions such as the hypersexuality of black women and the perception of their beauty as an unideal version of whites’ one also indicates racism. Simultaneously, business owners focused on gaining profit from multicultural models that can reshape the current beauty standards, neglect the features of models while forcing them to promote products they are not willing to advertise. Moreover, services provided by brands intended for white females, which make African-looking ones adhere to the requirements or make beauty procedures on their own. Although cosmetics are necessary so that women can fully demonstrate their femininity, some people still associate them with the subject of racial discrimination.
Advertising Cosmetics on Black Women
Use of Black Models to Advertise Beauty Products by Manufacturers
Stereotypes about Black Models and Its Usage by Same-Race Businessmen
Some companies engaged in manufacturing and selling cosmetics use black women as models to advertise beauty products. It enables fashion businesses to create an appearance of a multicultural mix in their campaigns, which is especially popular among luxury brands. Despite the general tendency of people to protect individuals that belong to the same culture, with respect to the outlined problem, there is evidence that indicates the opposite. Thus, Phipps and Prieto (2018) state that black people in business use representatives of their race to benefit from brands. The authors reveal that there are stereotypes raised because of such brands owners as Turnbo-Malone and Walker who use black women to get profit from reshaping the existing beauty standards. For instance, discussed models are well-known for particular hair styles that distinguish them among white people. This sector reflects gender-based discrimination as it makes possible not only referring to a color type but to other features that are often claimed to figure in racist tendencies’ manifestations. Revealing some beauty-products as being intended particularly for black women use is the sign of neglecting other people’s rights to use a certain type of cosmetics.
The other stereotype is that black models are not permitted to enter sectors traditionally advertised by white women because it violates principles of beauty. Attempting to gain a profit, businessman, even those that are of color, use same race representatives to promote cosmetics such as dyes for hair or sun-self tonners traditionally advertised by white women because it violates principles of beauty. Attempting to gain a profit, people in business, even those that are of color, use the same race representatives to promote cosmetics such as dyes for hair or sun-self tonners. It resolves the problem of discrimination because it prevents black models from advertising specific types of products that can be considered discrimination. Potentially, the main reason is that such an approach can positively impact consumer’s behavior as, according to Cifre stating about brand owners (2019), “Diversity can bring money into their business”. It reduces the general marketing strategy to advertise cosmetics by black female models only in some cases. However, on the other hand, such an attempt to restate principles of social equality may only contribute to racial questions. The reason is the overemphasizing the already existing issues by providing potential consumers, for instance, of skin toners, with a certain example of an ideal cosmetics may help to achieve. Black models can also consider it to be inappropriate to advertise products they would not use. Therefore, while helping business owners to increase profits from selling beauty products, such use of people of color can still violate principles of equality.
This outlined problem is contributed by the stereotype that the whiter skin is, the more beautiful a person is. It is not completely about black models but rather about all the people of color who are discriminated against by their particular features. Concerning the cosmetics industry, there is some dependency between skin color and personal status, especially in countries as Mexico. According to Shawna (2018), “The dominant position of white-owned companies was linked to the advantages associated with whiteness”. It implies that because of a certain level of perception, people tend to buy products for whites and those advertised by European-looking models more frequently. It is also valid for companies owned by particular race representatives, and this rule also works for people of color who promote cosmetics. There is a modern tendency for black-owned companies to utilize strategies messaging about the beauty of African-looking models. While degrading language and stereotypes are still used to describe representatives of color, brands continue to exploit such individuals to promote cosmetic products of any kind in particular cases, contributing to the problem’s deterioration.
Conflicts of Freedom and Justice Against Black Women Because of Lipstick
It is known that even minor details or slightly contradictory politics, such as displaying lipstick as an option that shapes status and culture belonging, can result in conflicts of freedom and justice against black women. This cosmetic product has always been a sign of idealized feminine beauty. However, in the contemporary world, it gives rise to tension across themes of self-expression, privilege, and morality, violation of principles of which are of great significance for the racism topic. Thus, Guerrieri and Dresden (2021) believe that lipstick creates many conflicts of freedom and justice against black women. It implies that the use of white women’s traditional attributes by females of color creates a certain feeling of inappropriateness because of their skin tone that makes cosmetics look different. It is also known that society perceives the use of lipstick as a beautification ritual for a “privileged” race, and this common preconception still influences ones whose skin is darker. At the same time, while deprivation of African-looking models of a right to use lipstick is already racism and a conflict of justice, promotion of this product is a contradictory approach. It is explained by the fact that the overall proportion of consumers who are white is more significant. Therefore, use and advertise of lipsticks are associated with violation of basic principles of black females’ freedom, dignity and justice.
Therefore, the use and advertisement of lipsticks are associated with violation of basic principles of black females’ freedom, dignity, and justice.
However, as discussed above, black women have to promote products even if they consider them unsuitable for advertising and, therefore, discriminative. The issue is contributed with the general attitude toward females of color as hypersexual ones. With respect to lipstick associated with a sign of sexuality, such common preconception makes consumers mentally refer to the period of American slavery when black women were frequently abused. Therefore, the established situation reveals all the potential injustices toward models of color advertising lipsticks to benefit brand owners intended to increase their profits through engaging mixed and culturally-diverse customers to purchase cosmetics. Violation of freedom and racism issues, which are frequent among black female models, are especially expressed when it comes to lipsticks promotion.
Demonstration of Racist Attitude Toward Black Women Used to Match the Beauty of White Women
The evidence suggests that the beauty of black women is used to match the beauty of white women. In addition, the use of black women in advertising demonstrates a racist attitude towards them. The above-mentioned business owners contribute to systemic racism, attempting to benefit from a widespread notion that black women are not as beautiful as white ones. The main provision of such an approach is that females of color should make efforts to match the appearance of white ones by using cosmetics and following trends such as skin toning. There is even a term “colorism” that examines the relationship between social activity and color, which is usually a sign of a certain status. This preconception results in the willingness of many women of any race to lighten their skin, believing that it will give them honorability. However, it results in strengthening the manifestations of racist attitudes toward black women forcing them to adhere to certain expectations.
On the other hand, the prevalence of skin fairness products advertised even by brands that have black owners is a negative trend from the perspective of justice toward models of color and their dignity. By promoting such cosmetics, females of color deliberately admit that their skin is not “elite” and recommend others to purchase “a cure” that will make them look better. It deprives black women of their right to be an honorable part of society until their appearance match with generally accepted standards established using white ones as a benchmark. Such an approach is a direct violation of a set of principles of justice and a strong demonstration of racism in the beauty industry. Simultaneously, it also ranks modes, even African-looking ones, by their skin color, which is also considered to be an adverse trend. In addition, internalized colorism and racism from societal pressures making people conform with white beauty standards are damaging ones’ self esteem. The perception of lighter skin colors as more attractive ones and insisting on the necessity for black women to match white ones are clear demonstrations of racism in the beauty industry.
Demonstration of Racist Attitude Toward Black Women from Business People
It is known that black entrepreneurs actively use the beauty of black women for their own commercial purposes, as discussed previously, while also demonstrating racist attitudes toward their models. According to Van (2017), the institutionalized oppression of persons of full or African ethnic background resulted in skin color stratification (9). It implies that even people in business often judge models by color, choosing ones that suit their purposes better, usually lighter-skinned ones. According to Hall (2017), “skin tone continues to play a role in shaping opportunities and life experiences” (71). The established racist tendency is supported by business people finding it more profitable to hire black models with lighter skin tones rather than fully black ones.
On the other hand, business people involved in the beauty industry are often neglecting the specificities of black models as they follow the latest trends intended for white ones. For instance, according to “black models are often asked to spend extra time doing their own hair at home without pay,” as regular stylists do not know how to operate with curly hair. In the other example, females of color require photographers who can use lighting that looks good on non-white bodies and faces. The problem is that business people being inspired by trends hire staff incapable of working with diverse models, contributing to racism toward their own employees. Evidence proves that females of color are used to fake the diversity in the industry, while their particular features are neglected by business owners because the widespread services are intended for whites.
Conclusion
Entrepreneurs seek to use black women for advertising to demonstrate their beauty and attractiveness. Still, some people may think that this type of advertising is racist and incorrect towards black people. It is evident that black models are vulnerable to existing preconceptions and stereotypes such as their hypersexuality or associating lighter skin tones with higher status in society. It is also a widespread tendency to offer women of color services intended for whites, demanding them adhere to established stylist or photographer practices, which also contributes to the unfairness and injustice. Despite the fact that cosmetics manufacturing is a well-established industry producing in-demand products to enable women to demonstrate their femininity, pieces of evidence show the prevalence of racial discrimination is it. Therefore, people in business need to think through and create advertising so that the community does not perceive advertising with black women as a confident racist attitude but treats them as objects of beauty and visual enjoyment.
References
Baird, Mellssa. 2021. “‘Making Black More Beautiful’: Black Women and the Cosmetics Industry in the Post‐Civil Rights Era”. Gender & History, 33 2, 557–574. Web.
La Ferla, Ruth. 2020. “Fashion Advertisers Rediscover Black Models.” The New York Times. Web.
Phipps, Simone and Prieto, Leon. 2016. “The Business of Black Beauty: Social Entrepreneurship or Social injustice?”. Journal of Management History, 24 1, 37–56. Web.
Brooks, Lucy. 2019. “’50 Shades of Beige’: An Empirical Investigation into Issues of Representation, Inclusion and Diversity in the Twenty-First Century English Cosmetics Industry.” Academia Press. Web.
Cifre, Alexandra. 2019. “Black Models Do Sell: Exploring Diversity in Fashion Marketing and Advertising with Dr Aurore Bardey.” Arts. Web.
Lawson, Caitlin. 2020. “Skin Seep: Callout Strategies, Influencers, and Racism in the Online Beauty Community”. New Media & Society, 23 3, 596–612. Web.
Shawna, Collins. 2018. “’Dark Shades Don’t Sell’: Race, Gender, and Cosmetic Advertisements in the Mid-Twentieth Century United States”. McMaster University, No. 22870. Web.
Gurrieri, Lauren and Drenten, Jenna. 2021. “The Feminist Politics of Choice: Lipstick as a Marketplace Icon”. Consumption Markets & Culture, 24 3, 225–240. Web.
Sandeen, Del. n.d. “Lipstick Colors for African American Women.” LovetoKnow. Web.
Nakray, Keerty. 2018. “The Global Beauty Industry, Colorism, Racism and the National Body”. Journal of Gender Studies, 27 7, 861–863. Web.
Awad, Germine, Norwood, Carolette, Taylor, Desire, Martinez, Mercedes, McClain, Shannon, Jones, Bianca, Holman, Andrea, and Chapman-Hilliard, Colette. 2016. “Beauty and Body Image Concerns Among African American College Women”. J Black Psychol, 41 6, 540–564. Web.
Krozer, Alce and Gomez, Andrea. 2021. “Not in the Eyes of the Beholder: Racialisation, Whiteness and Beauty Standards in Mexico.” El Colegio de M´exico. Web.
Dixon, Angela and Telles, Edward. 2017. “Skin Color and Colorism: Global Research, Concepts, and Measurement”. Annual Review of Sociology, 43 1, 405–424. Web.
Shroff, Hemal, Diedrichs, Phillippa and Craddock, Nadia. 2017. “Skin Color, Cultural Capital, and Beauty Products: An Investigation of the Use of Skin Fairness Products in Mumbai, India”. Frontiers in Public Health, 5 365. Web.
Tillet, Salamishah and Friedman, Vanessa. 2020. “It’s Time to End Racism in the Fashion Industry. But How?” The New York Times. Web.
Cooper, Leah. 2020. “The Fashion Industry Has Failed Black People—Here’s What Needs to Change.” BAZAAR. Web.
Hall, Amy. 2021. “Racism in the Beauty Industry.” Sacred Heart University. Web.
Van, Anne. 2017. “More than Skin Deep: An Analysis of Black Women’s Experiences with Race, Skin Tone, and Cosmetics.” Minnesota State University. Web.
Hall, Camille. 2017. “No Longer Invisible: Understanding the Psychosocial Impact of Skin Color Stratification in the Lives of African American Women”. Health & Social Work, 42 2, 71-78. Web.
Sanchez, Rosa. 2021. “Models Accuse Fashion Industry of ‘Falsely Portraying Inclusivity’ Amid BLM.” ABC News. Web.
Wagner, Limdsay. 2018. “Everywhere and Nowhere What it’s really like to be black and work in fashion.” The CUT. Web.