This thesis argues that through an examination of the variable market successes of Fashion Fair Cosmetics and Fenty Beauty, racial and gender intersectionality continues to negatively impact the experience of black beauty consumers in the US today. Through influential black feminists, including media theorist bell hooks, and critical race and gender theorists Kimberlee Crenshaw, and Patricia Hill Collins, this paper will discuss how black women historically and presently have been marginalized in relation to the needs and interests of white women. Drawing on the notable anthropologist Soyini Madison’s Critical Ethnography: Method, Ethics, and Performance (2022), I utilize a critical ethnography to analyze how one’s racial and gendered background can affect the relationship between beauty brands and consumers and how this impacts the experience of black and brown women as beauty consumers. This paper will also engage with the rise of historic and contemporary social justice activism and current Diversity, Equity, and Inclusion programs in the wake of Black Lives Matter Movement and the impact that this has had not only on industries but on the experience of black and brown cosmetics consumers. In addition, this paper will note how a speedy and superficial increase in DEI programs across service industries and cosmetics has led to a shallow understanding of the importance of Diversity, Equity, and Inclusion in all spaces. Lastly, I will deploy an autoethnographic approach to discuss how social media has strongly impacted and influenced the industry Fashion Fair is relaunching in. The autoethnography will discuss the social media strategies that drive a successful makeup brand in the contemporary beauty industry and, importantly, how contemporary consumers of color experience the beauty industry. This paper will close by speculating on the manner in which the legacy brand Fashion Fair, might in the current practice of Fenty, sharpen its appeal and engage the kind of social media strategies that will successfully reintroduce the brand to a new generation—and thereby more successfully resume its mission to deliver care to long-alienated beauty consumers in the US. / Media Studies & Production
| Identifer | oai:union.ndltd.org:TEMPLE/oai:scholarshare.temple.edu:20.500.12613/8323 |
| Date | January 2022 |
| Creators | Barrett, Nicola Essie, 0000-0002-8733-9546 |
| Contributors | Alleyne, Osei, Rodriguez, Clemencia, Ball, Jennifer Gerard |
| Publisher | Temple University. Libraries |
| Source Sets | Temple University |
| Language | English |
| Detected Language | English |
| Type | Thesis/Dissertation, Text |
| Format | 83 pages |
| Rights | IN COPYRIGHT- This Rights Statement can be used for an Item that is in copyright. Using this statement implies that the organization making this Item available has determined that the Item is in copyright and either is the rights-holder, has obtained permission from the rights-holder(s) to make their Work(s) available, or makes the Item available under an exception or limitation to copyright (including Fair Use) that entitles it to make the Item available., http://rightsstatements.org/vocab/InC/1.0/ |
| Relation | http://dx.doi.org/10.34944/dspace/8294, Theses and Dissertations |
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