This week we read Broken Strand by Maya Santos-Febres and one point of discussion that I found particularly interesting was the use of brand names within the short story. Santos-Febres peppers her short story with a number of specific brands from Breck to Clairol. In Yetsaida’s narrative, she states “she and Miss Kety had given their lives to the worship of true beauty, that which is real and appears on the screens and in the ads.” (5) This quote offers a few insights which may be helpful in better understanding the use of brands. First, Yetsaida and Miss Kety equate true beauty with what appears on screens and in the ads. The racist beauty standards that filter through the media become “true beauty” rather than idealized beauty. But this quote also suggests that the idea of beauty is a concept that is taught and imprinted onto people from afar. In the Puerto Rican context, beauty ideals from American advertisements create an impossible goal in relation to appearance. Additionally, the use of brand names goes hand in hand with mentions of MeSalvé by creating a local specificity. Someone who has had their hair relaxed immediately understands “Easystyle Products” and the process that goes along with the product. The brand names are cultural signifiers that place the story in its proper context. Santos-Febres uses her short story to display the immense pressure black women feel to change their appearance to fit eurocentric beauty standards. She embeds this discussion within a broader analysis of domestic violence.
hello :),
I like how you highlight that beauty standards are reflected by these American “brands” in a place (Puerto Rico) where only a minority could meet these criteria. In addition, the majority of the population of Puerto Rico is of mixed-race and African descent. At that time (and still) it was difficult to find inclusive products aimed at all races.
The good thing is that over the years many improvements have been made, such as women of all races appearing in campaigns for these brands making individuals of these groups feel identified and not feel the need to change their appearance. An example could be the makeup brand “Fenty Beauty” by Rihanna, it was not only a breakthrough but a new lens, introducing 50 shades of foundation when normally there were only 10-15 (and mostly light shades), successfully including this group of people who have every right to be able to wear and enjoy makeup in a shade that is similar to their skin tone. There is still a work in progress but at least it is moving forward.
I found it interesting that throughout the whole story there is never the option for Yetsaida to leave her hair curly, it is always assumed that she wants to straighten her hair. The brand names that were mentioned have enforced this ideal and have not created an environment where there are many ways to be beautiful. By using specific brand names it is easy to imagine exactly what the models look like and, more specifically, imagine what their hair looks like. This creates a space where there is only one way to have beautiful hair and its not Yetsaidas.
In addition to placing the story in context, I also think the addition of specific brand names commentates on the ways beauty standards and how to achieve them changes. The hot comb was such an important part of Yetsaida’s early life, yet at the end of the story when she returns, Miss Kety is no longer using it. Like you mentioned, what is beautiful is taught, much like how the best beauty products and techniques change. For black women, the beauty standard has always been straight hair, but the ways to go about getting straight hair has changed. When looking at it like this, you have to wonder why the beauty standard itself could not also change, which starts a new conversation about racism, both internalized and explicit.