Representatividade e construção das identidades de mulheres negras nas publicidades de cosméticos

Abstract

This work discusses the construction of black identity based on the representation of women in cosmetics advertisements. For this, a case study was carried out with a descriptive aspect of the campaign “Meu Movimento é Salon Line” (2022) of the Brazilian hair care brand Salon Line based on the concepts of identity, race, gender, intersectionality, beauty and black female protagonism. Some authors consulted were Bell Hooks, Djamila Ribeiro and Stuart Hall. As objects of analysis, the campaign disclosure video, the manifest and the packaging of the products launched were chosen. The result of the analysis pointed out that the campaign “My movement is Salon Line” (2022) seeks to promote ancestry and fight racism by valuing black beauty, including in its promotional video the presence of real black female bodies. However, this diversity and the discourse of black female protagonism are not present in the packaging of its products. Despite this contribution of cosmetics advertising to the fight against racism and, consequently, to the promotion of black identity, this type of action is still insufficient, as it fits an individualist logic of consumption where all the other layers that contribute to the perpetuation of racial inequality are not being thought of. The methodology used will be the case study with the descriptive aspect.