Cosmetics giant L'Oreal has been accused of lightening Beyonce's skin tone in a new Feria hair colour advertisement featured in the September issues of Elle, Allure and Essence in the US.
In the two-page L'Oreal ad, Beyonce's wind-swept hair is a reddish blond shade with highlights. A box of Feria in the ad features a white woman with a similar hair colour.
The ad created a stir after it was pointed out in a post by celebrity gossip website TMZ, which showed side-by-side photos comparing the ad with a photo of Beyonce with noticeably darker skin. It was the site's most commented on post Thursday afternoon.
L'Oreal, the maker of Garnier hair care and Lancome cosmetics and the the world's largest cosmetics maker, has issued a fervent denial. "We highly value our relationship with Ms Knowles. It is categorically untrue that L'Oreal Paris altered Ms Knowles' features or skin tone in the campaign for Feria hair colour," the Paris-based company said in a statement.
A representative for Beyonce said the singer would have no comment beyond L'Oreal's statement.
Racist Photoshopping
L'Oreal Denies Whitening Beyonce
Trend Themes
1. Skin Tone Controversies - Unprecedented public scrutiny is forcing brands to take a critical look at their creative direction, testing themes to empower rather than oppressed.
2. Authenticity and Diversity in Advertisement - Brands are urged to redefine beauty standards, seeking diversity and inclusivity to resonate with and authentically represent their target audience.
3. Social Media Power - An era of transparency brings attention to brands that employ culture appropriation and failure to represent people of color.
Industry Implications
1. Cosmetics and Beauty Products - Brands within the cosmetics industry need to shift their lens and ensure diversity is represented in their campaigns to avoid losing ground in their markets.
2. Entertainment Industry - The entertainment industry faces increased scrutiny over whitewashing and representation of people of color given the impact of mass media on perception and social consciousness.
3. Advertising Industry - Advertising agencies that fail to represent or champion diversity in creative direction may be left behind as society demands more diverse perspectives in messaging and marketing.