What is Behind the Message?: A Look into Beauty Advertising

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Culture Jam Assignment:

As pictured above, one can take from the advertisement a clear message about the power Nivea lotion has in lightening one’s skin and making them have “natural fairness”. There is a problem presented within this advertisement, as it targets a specific group of white women; in which the brand specifically markets those notions of white femininity. As a German brand which had started in the early 1900’s, one would assume that their values and messages would center more intersectional and inclusive ads in our modern day but that doesn’t seem to be the case here. In a way, this advertisement reflects an anti-black, anti-race message that equates having fairer skin to being beautiful in order to #revealyourglow. In understanding the harm that comes from these messages when racialized Individuals, especially young women internalize them, one must address how they then create feelings of alienation from society— Why isn’t my skin white? Why isn’t it beautiful? Having grown up seeing these sorts of advertisements on screen, I know what it’s like to not have proper representation in advertisements but as time moves forward we’re starting to see more inclusive campaigns in the beauty industry, which is a great sign of progress.

Citation: https://www.globalcosmeticsnews.com/nivea-caught-in-race-row-as-social-media-users-call-for-removal-of-racist-billboard-ad-across-africa/

A main difference you will notice within the jammed advertisement lies within the text itself— “Natural Glow, Even More Natural Smiles”. I changed the words in this ad because I wanted to take the focus off of the colour of one’s skin and direct to the beauty one already has within themselves, regardless of “fairness”. Everyone has natural beauty regardless of their race and I feel as though Nivea could have done a better job at creating a more universal campaign that didn’t necessarily center whiteness. The hashtags #Radiateyourshine #Radiateyourbeauty makes one want to purchase the product because it’s telling them it will help bring out a shine that they already have. It’s disheartening to know that companies will draw on people’s insecurities and point out things that they deem as less beautiful because it’s not up to their standards. In our present world, standards need to be broken; they must be broken. For if we want our children to grow up in a world that tells them they are beautiful simply because they are who they are, then we must be critical of how these advertisements use their voice— What message are they giving out and who are they targeting?