When I
originally saw L’Oreal’s advertisement I was outraged but not surprised. I have
seen many ads featuring Black women that had their pigment photo-shopped
away but, not someone as light-skinned as Beyonce. In the aforementioned ad she
was morphed in to a Caucasian woman. I
wonder if she finds this depiction of herself with a thinner nose and lighter skin acceptable.
The media
reinforces the belief that only light skinned Black women are beautiful. The
most successful Black women in media and entertainment are biracial or light
skinned African American. Beyonce, Lena Horne, and Halle Berry are considered
to be sex symbols because of their “beauty”; they all have very light skin and
Caucasian features. Advertisements catered to Blacks usually have very
light-skinned Women of Color; however, L'Oreal took things to a whole new
level.
Many Black
women believe the social and cultural definition of beauty and go to great
lengths to become “beautiful” by lightening their skin, wearing light
foundation makeup, and sometimes resorting to plastic surgery. The beauty
industry continues to market products to Black women that are designed to
lighten dark skin.
Sadly the
desires to be light does not only affect American Black women. In some parts of
Africa women use dangerous bleaching creams to make them more “attractive”. The
bleaching creams are usually mercury, hydroquinone, or steroid based and can
cause severe permanent skin damage such as turning the skin black, thinning of
the skin, and blotches that causes a snake like appearance. Skin bleaching can
also cause skin cancer, brain and kidney damage, and sometimes death. The very
poor to the affluent believe that they will be ostracized if they do not
lighten their skin.
Some
believe that African women are resorting to such dangerous measures to lighten
their skin because of the images of light skinned African American women in
American entertainment and print. Black women across the globe are plagued with
feelings of inferiority and low self worth because of their skin tone.
Advertisements
like L'Oreal's continue to reinforce the message to Women of Color that
they must have Anglo features to be beautiful.
WE ARE BEAUTIFUL!
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