Sephora Black Beauty Is Beauty CSP

Blog tasks: Sephora Black Beauty Is Beauty CSP

Work through the following tasks to make sure you're an expert on the Sephora CSP and particularly the wider social and cultural contexts.

Wider reading on Sephora Black Beauty Is Beauty

Read these articles on the Sephora campaign: 

The Drum: Black Beauty is Beauty by RGA
Glossy: Sephora celebrates Black beauty in new digital and TV campaign

Refinery29: Sephora’s ‘Black Beauty Is Beauty’ Short Film Celebrates Black Innovation

Complete the following questions/tasks:

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

Sephora wanted to celebrate the rich influence of Black culture on beauty trends. The campaign highlighted how many popular looks and products – like baby hairs, cut-crease eyeshadow, glitter, and shea butter – all have roots in Black innovation.

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

One powerful moment is when the camera moves across Black women sitting under hairdryers, while the voiceover asks, “What is beauty without Black beauty?” It points out how Black culture constantly shapes beauty trends, yet rarely gets the credit it deserves, especially as the industry profits from these innovations.

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

The campaign also ran on platforms like BET, OWN, Hulu, and HBO Max.

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

It feels genuine because everyone is included. In under a minute, the film shows more diversity and real representation than many full-length movies manage in two hours.

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

It’s Sephora’s commitment to dedicate 15% of their shelf space to Black-owned brands. This pledge matters because it helps address the underrepresentation of Black entrepreneurs in the beauty 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 camera is always moving – tracking, panning, zooming – which mirrors how Sephora is trying to keep up with change, constantly evolving and staying relevant to trends and culture.

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

The props – like hairbrushes, makeup tools, and styling equipment – showcase key symbols of beauty culture. They act as visual reminders of how everyday beauty rituals have deep cultural meaning, especially in Black communities.

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

Editing techniques like split screens, mirroring, and picture-in-picture mimic the fast-paced, digital world we live in – especially platforms like TikTok or YouTube. This reflects how beauty culture is consumed today and how fast trends spread.

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

The voiceover guides the audience and explains the visuals, making sure the message is clear. The bold on-screen text reinforces who Sephora is, what the campaign stands for, and their commitment to real change.

5) What is the overall message of the advert? 

That so much of what we see in beauty today – the trends, tools, and techniques – actually come from Black culture. Sephora wants to highlight this and give Black beauty the recognition it has long deserved.

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 fits into the wider context of the Black Lives Matter movement and society’s increasing push for representation and racial equality. It shows how beauty brands are responding to public pressure and cultural shifts by recognising previously overlooked communities.

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

Judith Butler: The advert includes drag artists performing traditionally feminine beauty routines, challenging fixed ideas about gender.

David Gauntlett: It offers a range of diverse identities and expressions, encouraging people of colour to see themselves in beauty.

Bell hooks: She’d argue that this campaign is important because it centres Black women and reclaims their place in the beauty narrative.

Paul Gilroy: His ideas about postcolonialism are relevant here – the advert challenges the historical dominance of white beauty standards and instead gives voice to those who were marginalised.

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

Things like camera pans, close-ups, split screens, mirrored images, voiceovers, soft lighting, and transitions all help create a sense of celebration and empowerment.

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

It ends by highlighting the message: “Join Sephora in supporting and celebrating Black beauty.” This positions Sephora as a brand that wants to lead change and support diversity, using capital “B” in “Black” to emphasise pride and power.

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?  

Consumerism – Yes, they’re still selling products, but they’re doing it while acknowledging cultural influence.

Identity – Definitely a big focus. The advert encourages everyone, especially people of colour, to feel seen and included.

Capitalism – The campaign also acts as damage control and branding – Sephora is trying to show it’s a progressive, socially conscious company.

Gender Fluidity – The advert challenges traditional gender norms by showing makeup and beauty as tools for everyone, regardless of gender.