Illamasqua is a UK-based makeup brand that markets itself as an edgy and ‘theatrical’ alternative to classic makeup brands like Chanel and Dior.

It recently released an ad as part of its campaign in Australia, which depicted a model in whiteface and blackface captioned with the phrase ‘Not Dreaming of a White Christmas’.

This ad immediately generated backlash from users on Illamasqua’s Facebook page, who criticized the picture for its use of blackface, which was racist theatrical makeup used to negatively stereotype black people in minstrel shows.

Illamasqua released a statement apologizing for the ad, and added that they are committed to respecting people of all colours and continue to use different ethnicities of models in their advertising.

This statement raises a few questions. If Illamasqua was committed to using different ethnicities of models in its advertising, why not hire a black model and a white model? What is the point of using blackface? And, if it exists, where do you draw the line between ‘edgy’ and ‘offensive’?

Marketing has always been a field where innovation and new ideas are key for survival. Perhaps Illamasqua’s marketing department was trying to toe the line and push its campaign in a new direction by releasing this ad.

However, by framing the issue as one of artistic expression and not racism, Illamasqua is doing a disservice to its brand and society by essentially suggesting that because they didn’t mean for it to be offensive, the ad was not offensive. Racism, even if it is unintentional, is still racism no matter which way it is painted.

Illamasqua’s ignorance points to a disconnection between their internal culture and their audience. They should have taken down the ad, apologized, and taken the appropriate steps to reaffirm their commitment to diversity.