Sephora Research Paper

1. Assuming she receives the additional funding, how should Bornstein allocate her budget across the various digital categories? Given that the additional funding requested must be shifted from Sephora’s other marketing spending, where would you propose to cut? Why?

White companies and white faces with white products…white. With the population of America containing thirty-seven million African and African-Americans, racism is not only discriminatory but also is socially submerged within the terms of “beauty” (Bureau of labor statistics). Women in history have been seen as inferior to men; now, in the twenty-first century, women have been subcategorized in racial boundaries including color being the most prominent divider. As the famous Shakespeare said, “Beauty is in the eye of the beholder.” In most 21st century companies the owners of major cosmetic brands such as Too Faced and Benefit are owned and founded by white individuals, which makes sense because the promotional models are mostly white.

Many black girls go thru social identity issues on a daily basis. Skin color has created division even within black people because fairer skin tones are highly praised in the Negro community. Discrimination is used everywhere against black girls with a deeper skin pigment per example, makeup brands neglect the commercialization of darker shades of foundation, hair products for women of color

As a darker-skinned African-American, I am told every day that my shade of color is not beautiful in society. Social institutions such as my peers (classmates and sometimes friends), school, media, etc. have all had some influence on my perceptions on what is/is not beautiful. There is a lack of diversity in film, T.V. shows, music videos, music, social media apps, etc. If there is a black woman publicized she is of lighter skin, sexualized, and exhibits European features. Globally, there is a

Kite points out in her article the discouraging numbers of images and portrayals of women of color in the media to be sufficient and enough to drive positivity in terms of beauty in colored skin. In media, more white women appear in positive roles compared to women of color. In the beauty industry, Kite’s asserts the business is blooming and making more money, by compelling more women to find to meet the media’s presentation of beauty. The result is that women buy more beauty products to fill in the type of flaws that they feel and think they have. Meanwhile, the effect of media’s ideal beauty causes distress to women and girls.

What makes someone beautiful? This striking question has always had a complex answer rather than simple. Society makes their interpretation of beauty with many standards that qualify for the “most beautiful people” in the world. America's picture of the perfect lady is extremely thin however full figured. America’s picture of the perfect gentleman is also thin, yet very fit. It’s always one thing or the other, never one choice. The public has their own particular rendition of what beauty looks like, yet american beauty happens to have a stance amongst the most startling standards. These standards of beauty that women see each day impact their confidence and self-esteem negatively only to push them to discover ways to fit into these unrealistic beauty criterias. Beauty standards in America are ever-changing, but society has yet to absolutely accept the average, everyday woman.

You pick up your favorite magazine and begin to flip through only aware to your conscious how none of the models look like you. You watch a movie/ tv and the same is present… lack of representation. In effect, you begin to recount remarks you have received such as “you are pretty for a black girl”, “you should flat iron your hair”, “why are your lips so big” or black women shouldn’t wear certain colours, balanty telling you that your lips, skin and curves are not involved based on the eurocentric idea of beauty, thus your natural features in which you had great comfort and confidence becomes peculiar and discomforting. Hence, the influence from the European expansion altered the meaning of beauty all over the world, predominantly in

The way advertisement and pop culture portrays women affects females. Ad’s basically creates there image as perfect to death, meaning that on the advertisement you’ll see a women but that isn’t her real face it has been altered by makeup and a lot of photo shop. This affects women because they measure themselves against this image every single day, which cannot be achieved. This image is impossible for everyone yes but more impossible for women who aren’t white. In pop culture women are only considered beautiful if they are fairly accurate with the white idle. In this culture black women have to stand by the Caucasian standards from straight hair to light skin, for instance, Beyoncé has bleached for an ad. Yet, when an African American women

Most people in this world do not understand why designer labels/ lines are so popular. But some people have ideas as to why it could be. Designer labels; in my opinion, are known for having good quality setting celebrity endorsement, having self confidence, and enhancing reputation.

Little has been said about the challenges black model's face once they make it past the casting stage. African American women face racial diversity because of the shade of their skin, the texture of their hair, or the sizes of their bodies.When a model of color get hits from all directions and arrives backstage for a fashion week presentation, to realize artists are unequipped to work with her hair texture and complexion. This experience serves to reinforce her otherness.

* How to integrate Beauty Talk and Facebook page so that the media personals don’t have to respond again and again to same questions on Facebook page.

Facebook is very essential tool for reaching people with easiest way but there are lots of disadvantages about using it. First of all the customers are not anonymous when they ask questions or commented or post, everyone can see their picture even they set up their privacy settings, but in Sephora’s website, everyone is anonymous. This is important because the user might need to ask private questions and might be afraid of her question is embarrassing.

The extra budget use in video production such video content, advertisement on YouTube. Budget will allocated to produce high quality online videos that spread and represent the Sephora brand image in better way among clients. It cost $20000 for each video but spend extra budget to stop low quality ads create negative impact on customers as well as brand awareness.

Who decides what is beautiful and what is ugly? America the beautiful gets its name as America is home to an exuberance of beautiful people. Beauty is not an unfamiliar concept in the United States. Anyone who has walked the streets of Hollywood, or watched one of the many awards shows on television, such as the Oscars, the Grammy’s, or even the VMA’s, knows that the United States is filled with beautiful people. Scarlett Johansson, Zendaya, Beyonce, and, of course, the Kardashian sisters, are all beautiful, well-known, celebrities who were born in the land of the free. One of the most popular television events to view is the annual Victoria’s Secret fashion show. Millions of Americans take seat in the comfort of their homes to watch dozens of tall, slim, and beautiful Victoria’s Secret models take the stage in merely a bikini top and bottoms. These models, along with all the beautiful celebrities American’s see in movies and on television, are representative of “American beauty.” This country’s beauty, however, does not come without a price. America displays extremely unrealistic beauty standards that any normal person would not be able to obtain. A tiny waist accompanied by a large bust and butt, long beautiful locks, clear skin, flat stomachs, and the perfect clothing are all essential to being beautiful according to America’s standards. Whether or not citizens realize it, they are being exposed to America’s unrealistic beauty standards in everyday

From the advent of globalization, the monolithic view of European beauty standards, fair skin, colored eyes, blonde to light brown hair, has steadily been changing in Europe and the United States. With less homogeneity and more diversification, there are strides to shift these measures of beauty. Though these standards are diminishing more quickly in the West, this is not the case in many countries in the East. Rather, products, predominantly in the Middle East, North Africa, Southeast Asia, and Eastern Asia, are catered to Eurocentric beauty standards. Fair and Lovely is a highly-advertised brand that sells skin whitening products. In many countries, a white or lighter skin complexion is seen as a symbol of beauty; this is due to years of colonialism and occupation by European countries such as the United Kingdom and France. The product being advertised in the magazine is Fair and Lovely’s new “Winter Fairness Crème” that promises “softer and fairer skin.” The advertisement targets younger, darker-skinned women who are insecure about their skin, and exploits that insecurity by claiming that fairness equates to how attractive you appear to be. The advertisement implicates that the fairer your skin is, the more attractive and softer your skin will be; from this it is obvious that the company has forgone dipping its feet in the pool that is racism and completely dived into that pool.