Racism in cosmetics company ads/products?

[deven.marie]

SparklingWaves, i love you

 

[SparklingWaves]

If I come across some more, I will surely add them.

 

[SparklingWaves]

“Beauty Lies in Asian with White Skin” article

Beauty Lies in Asian with White Skin

“White skin - Why racism in Asia isn’t quite what you think” article

White Skin: Why Racism In Asia Isn’t Quite What You Think

L’Oreal "White Perfect Day Cream" commercial

YouTube - L'Oreal White Perfect Day Cream SPF 20 - Ploy Chermann

This blog had good pictures of Asians in cosmetic ads.

Re: Skanky Eyes Makeup -The Good and Bad - Groove|Asia

This article is discussing the rise of Asian models on the runway.

Color Lines on the Catwalk - Women in Luxury - TIME

“Whitening the skin can be deadly” article. The article taps on how people are even using the products on children.

Boston.com / News / Boston Globe / Health / Science / Whitening skin can be deadly

“Arab women use bottled racism for whiter skin” article

Arab women use bottled racism for whiter skin | Qatar Living

“The Color Divide” article from Kenya, Africa

AfricaSpeaks.com - Kenya - The Color Divide

“Italian Vogue - All black issue”

Italian Vogue 's "All Black" Issue: A Guided Tour

Note: “The Consumer” sections

The U.S. Market for Ethnic HBC: Hair Care, Skin Care, Color Cosmetics : Market Report

Anti-racism poster

http://osocio.org/images/uploads/rac...girl_thumb.jpg

***This commercial in India was really shocking to me.

****

YouTube - Skin Lighting Commercial India


Comment: I really hope that you will find one of these sources or even just an excerpt from one of them useful for your assignment.

 

[deven.marie]

I had come across some of these articles before when i first started researching, and i will definitely be using them in my paper.

thanks so much!!

 

[FullWroth]

A note: always be *extremely* careful when using web sources for any academic research. Make really, really sure that these are all credible, relatively unbiased sources that prove their assertions and that you can prove that they are. Otherwise you stand a chance of having your paper thrown out.

 

[S.S.BlackOrchid]

About the Indian fairness cream ads, the fair & lovely obsession didn't stem from racism or wanting to look "western". It has been there for a long time because fair skin was a sign of wealth (the rich don't have to labor in the fields and get tan). I really hope people in India will one day stop obsessing over fair skin.

 

[S.S.BlackOrchid]

Quote:

Originally Posted by SparklingWaves ***This commercial in India was really shocking to me. **** YouTube - Skin Lighting Commercial India Comment: I really hope that you will find one of these sources or even just an excerpt from one of them useful for your assignment.

That was a parody commercial shown for 9x channel in India. The 9x symbol on the jar is the same as the one for the channel.

 

[user79]

Quote:

Originally Posted by S.S.BlackOrchid About the Indian fairness cream ads, the fair & lovely obsession didn't stem from racism or wanting to look "western". It has been there for a long time because fair skin was a sign of wealth (the rich don't have to labor in the fields and get tan). I really hope people in India will one day stop obsessing over fair skin.

That's true that it does probably have other roots, but I think it's naive to say that this trend for having fair skin is not influenced at all in wanting to strive towards a more westernized ideal of beauty. It's quite evident with a lot of modern Indian society that are really embracing western lifestyle trends and pop culture. Not saying that's necessarily bad, but I think that is also affecting beauty ideals to a certain extent.

 

[aleksis210]

Quote:

Originally Posted by deven.marie thanks! and actually it's an ethnic studies course that only focuses on racism, thats why she assigned the paper

Oh okay! That makes sense then!

 

[aleksis210]

Quote:

Originally Posted by FullWroth A note: always be *extremely* careful when using web sources for any academic research. Make really, really sure that these are all credible, relatively unbiased sources that prove their assertions and that you can prove that they are. Otherwise you stand a chance of having your paper thrown out.

Yes! I completely agree!

 

[j_absinthe]

Quote:

Originally Posted by nibjet edit: just googled the Asian model thing, and found a site with tons of pics, one of the big complaints was that when the US uses Asian models they either make them look like geisha girls or like they had black eyes.

Seriously, did this person stop to that that MAYBE makeup artists and cosmetic companies enjoy playing with the slant of the Asian eye because it IS such a unique and beautiful feature, and that maybe not everyone wants to look like they've dunked their face into a bowl of Easter Egg food coloring?

 

[BeautyPsycho]

sorry, double post.

 

[BeautyPsycho]

Quote:

Originally Posted by redambition I find it interesting how it's ok for companies that don't cater to WoC to be seen as racist, but if someone turns it around and points out that a company catering only for WoC is technically guilty of the same thing then that person is told that's not the case.

I think it's not the same because Black Opal probably started making their stuff because there ware no choices for darker ladies. They focused on dark skin tones because there are all these other companies who are focusing on lighter skin.
It's like Torrid clothing store (plus size clothing)... they are not discriminating against skinny girls, they are aware of zillion other stores that offer 0-13 junior sizes in denim for example. They are trying to introduce stuff that others are ignoring.

If you look at L'Oreal or Maybelline foundations, there are 10 (let's say 10) shades of light foundations- light ivory, porcelain blah blah... and 2-3 dark shades... I mean, not all woc have same skin tone! I understand that they can't make a foundation that is going to be everyone's perfect match, but they could make variety of shades and stop ignoring really pale/dark ladies.

Btw. I don't think subject of racism is old or played out, it's out there even if we ignore it. When I talk to people who are from Europe (for example) and they come here for a few months/years, they think there's a lot of racism and discrimination going on.

 

[MAC4TV]

Quote:

Originally Posted by redambition no - they don't cater to the uber-pale girls among us either. if a brand doesn't have a heap going on in the darker end of the spectrum, i'd say look at it on the paler end as well. many pale girls have just as much trouble finding good foundation as darker skinned women. it's interesting to note that the colour discrimination seems to go both ways in terms of foundation shades.

AMEN!

 

[JupiterRising]

Quote:

Originally Posted by deven.marie whew, this thread has gotten a little heated! haha i gave out the foundation thing just to be an example, i am fully aware that different companies have different demographics. however, even from what i've seen at work (ulta), we do not carry many foundations that will match darker skin tones, and a black haircare section? forget it. i think we have 2 lines out of about 80 that cater towards african-american hair. what i'm asking is, have you noticed any companies that promote beauty as being fair with blonde hair, etc.. i realize that racism goes in all directions, but i am specifically focusing on the notion of white supremacy and the idea that true beauty is being fair with blonde hair, and the negative effects that this image has on women of color, not just african americans but any women of color. believe me, i'm half indian and half black, so i understand how the idea and image of beauty is so distorted in asian countries that women start to bleach their skin. i would just like to explore the reasons behind this idea of perfect beauty and how companies promote that image. thanks everyone for your input, and for the links and videos

nice mix, by the way, indian and black. that's one you don't see everyday. I'm half black, half white, so I'm constantly aware of the race issues.

Good luck with your term paper!

 

[AlarmAgent]

Quote:

Originally Posted by redambition I find it interesting how it's ok for companies that don't cater to WoC to be seen as racist, but if someone turns it around and points out that a company catering only for WoC is technically guilty of the same thing then that person is told that's not the case.

This is a feeling that has been expressed a few times in this thread, and I find it very surprising.

I have a very hard time finding foundation shades light enough to match me, but that doesn't make me a "race" to be discriminated against. It makes me a white person who is particularly white. Darker skinned women are generally of a certain "race", whether it be African descended, Indian descended, or some regions of Asia. Us pale types are not representative of our race. Most Caucasians are in that 'medium' range that is so popular as a foundation shade. Pale women are not a race, not in the slightest, not even close; so not catering to us does NOT make a company racist.

Really, I think when white people start considering themselves some sort of downtrodden group on the same level as our actual minorities, you really start edging into dangerous territory. A company that refuses to make a shade white enough to match you (the outlier Caucasian super-pale girl) being considered racist is laughable; a company that refuses to make a shade dark enough to match the average African-American is very... uncool.

See the difference?

edit: as an aside, I believe a lot of it has to do with product that is actually sold, and niche markets. However, the L'Oreal situations have been very interesting to study up on.

2nd edit: there is no question that the 'conventional' beauty standard is one of occidental features. Look at Beyonce, even when not retouched, she has very Western European features. Why is that she is considered one the most beautiful African-Americans, when her particular facial features are not really exemplary of the average African-descended woman? Western Europeans, because of our pervasive culture, have a strangle-hold on a lot of aspects of life for those not living within our group; this doesn't exclude beauty. Even when a company throws a bone to a minority model, they're usually quite Anglo in feature. Really, high fashion (runway modelling, et cetera--to some extent high fashion cosmetics such as MAC or NARS' advertising) has embraced a more wide swath of beauty ideals than commercial and print modeling. You are more likely to see a woman who actually is "ethnic" in appearance on a runway, than you are likely to see on in an ad for Maybelline. Not to suggest that Maybelline is a racist company, they are merely conforming to what is the current, pervasive American beauty "ideal".

Not being able to find a shade light enough to match you, versus years and years of women in print advertising who look very little like you or even the most idealized form of you-- being put forth as your beauty representative, there really isn't much comparison. One is a bit of a bother; the other is a part of a larger problem within our culture.

To summarize, I believe racism in cosmetic ads does most certainly exist, but it is less due to Lancome being a front for some white supremacy group, and more to do with the fact that here in the United States those Caucasian features are considered "most beautiful". I know some people are going to say, "But AlarmAgent, you insensitive twit, we're all held up to impossible beauty standards, no matter the ethnicity!" To which I say, of course, but it is a matter of degrees and well...being able to actually recognize YOURSELF (or an idealized form of yourself) in those beauty idols that are so constantly shoved at you.

The possibility more than likely exists within a Caucasian woman to at least vaguely resemble ONE cast member of Friends, using cosmetics, costuming, wigs, what-have-you. She could flip through any magazine off-the-rack and find a woman whom she can at least visually relate to.

Could the average Indian, African, or Asian woman do the same with any given magazine, with any given sitcom?

 

[S.S.BlackOrchid]

.....

 

[redambition]

Quote:

Originally Posted by AlarmAgent This is a feeling that has been expressed a few times in this thread, and I find it very surprising. I have a very hard time finding foundation shades light enough to match me, but that doesn't make me a "race" to be discriminated against. It makes me a white person who is particularly white. Darker skinned women are generally of a certain "race", whether it be African descended, Indian descended, or some regions of Asia. Us pale types are not representative of our race. Most Caucasians are in that 'medium' range that is so popular as a foundation shade. Pale women are not a race, not in the slightest, not even close; so not catering to us does NOT make a company racist. Really, I think when white people start considering themselves some sort of downtrodden group on the same level as our actual minorities, you really start edging into dangerous territory. A company that refuses to make a shade white enough to match you (the outlier Caucasian super-pale girl) being considered racist is laughable; a company that refuses to make a shade dark enough to match the average African-American is very... uncool. See the difference?

i guess i see things differently to you - discrimination is discrimination to me. it's never ok... asian, african, white (yes, it happens), whatever. not ok. i'm coming from a different country, i've had different experiences to you so it's not wrong or bad that i see things differently.

i mentioned the fact that actually calling a cosmetic company racist for that reason is going too far later in the post. it is niche marketing and it's not likely to stop. the point i made just highlights that.

 

[AlarmAgent]

Quote:

Originally Posted by redambition i guess i see things differently to you - discrimination is discrimination to me. it's never ok... asian, african, white (yes, it happens), whatever. not ok. i'm coming from a different country, i've had different experiences to you so it's not wrong or bad that i see things differently.

I wasn't suggesting that individual white people are never discriminated against. So are the elderly, so are the blind, so are the pretty, so are the ugly. Individuals do and feel strange things to/at each other.

I am however saying that systematic racism (as in, culturally prevalent, and destructive socially) doesn't really exist for white people, at least in the United States. The worst we have is the cultural meme that we can't dance. Granted, I'm no expert on Australia. For all I know things are quite different there.

 

[flowerhead]

Hmm, that's a tricky one I think. I don't necessarily think it's racism that Cosmetics companies mostly sell foundations in varying shades of beige. Makeup companies in North America Europe etc just want to make money, and if their prevalent demographic group & target market is white women, they'll cater to their skin needs. I'm a very pale colour with pink undertones, and I find most foundations waay to dark for me, so I have to go to specialist brands. Likewise, people of a darker complexion have unique undertones etc, so they'd have to go to brands like MAC, Bobbi Brown, Becca, etc. So essentially...Makeup companies want to make money, so they'll cater to their average customer, nothing more or less in my opinion. If they think a lilly white foundation with pink undertones or dark brown with yellow undertones isn't going to sell in huge numbers, they wont sell it or advertise it. Personally, I think if you want your skin to look naturally flawless, don't even bother going to Clinique etc whatever colour you are. Humans have undertones, they aren't 'Fawn' and 'Light beige'.