# Racist Photoshopping L'Oreal Denies Whitening Beyonce By Lauren G | Published 2008-08-08 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/skin-deep-controversy-loreal-denies-whitening-beyonce References: [news.au](http://www.news.com.au/entertainment/story/0,26278,24147192-7484,00.html) 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](https://www.trendhunter.com/trends/deglaze-my-makeup-with-me) hair care and [Lancome](https://www.trendhunter.com/trends/world-refill-day) 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](https://www.trendhunter.com/trends/paywall-down-campaign) 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. ## Trend Insights (Trend Hunter) - Score: 6.0/10 - Popularity: 90% | Activity: 83% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) ## Key Themes ### What's Driving This Trend - **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. - **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. - **Social Media Power:** An era of transparency brings attention to brands that employ culture appropriation and failure to represent people of color. ### Who This Affects Most - **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. - **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. - **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. ## Related on Trend Hunter - [Celebrity-Headed Haircare Lines](https://www.trendhunter.com/trends/ccred.md) - [Melanin-Rich Skin Lotions](https://www.trendhunter.com/trends/nivea-skin-firming-melaning-beauty-hydration-lotion.md) - [India-Based Hair Campaigns](https://www.trendhunter.com/trends/streax.md) - [Olympian-Approved Makeup Products](https://www.trendhunter.com/trends/loral-paris-cosmetics.md) - [Inclusive Skincare Brands](https://www.trendhunter.com/trends/inclusive-skincare-brands.md) - [Branded Anti-Harassment Initiatives](https://www.trendhunter.com/trends/paywall-down-campaign.md) - [Tech-Driven Hair Products](https://www.trendhunter.com/trends/loreal-group.md) - [Textured Hair Advertising Campaigns](https://www.trendhunter.com/trends/from-one-queen-to-another.md) - [Revitalizing Melanin-Targeted Skincare](https://www.trendhunter.com/trends/brownkind.md)