Becca Cosmetics’ Foundation Ad Gets Accused Of ‘Blackwashing’ Model’s Hand
By Izza Sofia, 10 Aug 2018
The new and updated ad for its foundation range by Becca Cosmetics
Becca Cosmetics is facing critcism for one of its advertisements promoting its foundation range.
The brand was accused of ‘blackwashing’ after Twitter user ‘@xfarahalyx’ shared its ‘Skin Love Weightless Blur Foundation’ ad, which shows the various swatches on four arms, each in a different skin tone.
Similar to Stylenanda’s case, the arm with the darkest skin tone comes with a palm of identical pigment, which is not natural.
Farah tweeted, “So did Becca cosmetics really refuse to hire black women for these swatches? They just edited a white hand darker? Look at the the darker hand’s palms.”
Another user explained that darker women normally have palms that are of a lighter shade than their arms, and tweeted a photo of a model to prove this point.
Many users expressed their disdain with the ad. One Twitter user chimed in saying, “Not only is this an issue of race but if you’re editing the color to match your swatches, I’d say that’s a little a lot like being dishonest about how well your products match different skin colors.”
Another Twitter user suspected that the brand used only one model to advertise the foundation swatches in the ad. She tweeted, “[I]t’s literally the same arm, all four of them are the same arm so they even edited the medium girl.”
However, a programmer named Marcelo disagreed with the issue, explaining that although the cosmetic industry “is super racist and all,” he believes that the ad shows four different hands due to the differences in shape.
Becca Cosmetics has released a statement on its Instagram, apologizing that its previous ad “missed the mark.” The statement continued saying, “BECCA is committed to showcasing the lightest to the deepest skin tones and hiring inclusive models for our campaigns. To demonstrate this commitment, we’ve re-shot with real girls from the BECCA office.”
This is not the first time such an incident has happened. Previously, South Korean cosmetics brand Stylenanda garnered flak for darkening a fair model’s hand instead of hiring a black model for its ad.
so did becca cosmetics really refuse to hire black women for these swatches? they just edited a white hand darker? look at the two darker hand’s palms. pic.twitter.com/GROoMYBQUx— Farah | فرح (@xfarahalyx) August 8, 2018
it's literally the same arm, all four of them are the same arm so they even edited the medium girl hahahahaha— 𝖕𝖊𝖆𝖈𝖍𝖈𝖆𝖎𝖙 (@peachcait_) August 8, 2018
yeah u can tell by looking at all their nails and how on 3 of the arms they've clearly edited out the natural lines on her wrist etc, it's lazy and it's racist and i'm also ????— 𝖕𝖊𝖆𝖈𝖍𝖈𝖆𝖎𝖙 (@peachcait_) August 8, 2018
i know but let's be honest having shades for black people will give them clout (they don't actually give a shit obviously)so obv they had no time to get models just look at our shades internet— 𝖕𝖊𝖆𝖈𝖍𝖈𝖆𝖎𝖙 (@peachcait_) August 8, 2018
Just, no. pic.twitter.com/wnUaMpbMxr— skanktalk (@skanktalk) August 8, 2018
Not only is this an issue of race but if you’re editing the color to match your swatches, I’d say that’s a little a lot like being dishonest about how well your products match different skin colors.— scott walker's bald spot (@shannityparody) August 8, 2018
we really gotta stop supporting problematic brands. im sure after they get called out for their shit they gon do some damage control and just go back to being fake inclusive!— 💫🍀 (@i_aim_tyga) August 8, 2018
Thanks to everyone who shared feedback on our recent arm swatch image, we hear you and want you to know that we remain committed to continually representing our inclusive BECCA Beauties. Some insights: Truth: The image featured four models of different ethnicities. Truth: We acknowledge the way we adjusted the image missed the mark and are deeply sorry for this oversight. Truth: BECCA is committed to showcasing the lightest to the deepest skin tones and hiring inclusive models for our campaigns. To demonstrate this commitment, we’ve re-shot with real girls from the BECCA office ✨ #BECCASkinLove
A post shared by beccacosmetics (@beccacosmetics) on
[via Metro, opening image via Becca Cosmetics]
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