South Korean Beauty Brand Gets Called Out For ‘Blackwashing’ Hand Model In Ad
By Mikelle Leow, 25 Jul 2018
Video screenshot via MissDarcei
In a bid to pander to diversified communities, L’Oreal-owned South Korean makeup brand Stylenanda decided to include lighter and darker skin tones in a campaign for its nail polish.
Its mistake? Not hiring a real person to represent the black community. Instead, it appeared to have either coated its model’s hand with a darker foundation, or “blackwashed” it with Photoshop.
As a fan of the brand, beauty vlogger Darcei Amanda was thoroughly impressed to learn that her skin tone was being included by the South Korean cult label.
She soon realized something was amiss, however, as the “black” model’s hand was equally pigmented throughout, when her palm was supposed to be much lighter.
“If you have dark skin, I want you to hold up your hand… then turn it around,” Amanda said in her video. “So clearly, this is not a black person’s hand, but simply, a Korean person’s hand—most likely the same hand that the light hand belongs to.”
The YouTuber also shared screenshots of the advertisement on her Twitter. Her post has amassed 2,400 retweets and over 5,700 likes at the time of writing.
Twitter user ‘lily_lovexo’ commented, “Why is that hand wearing black face?”
“When the graphic designer has never actually seen a black hand in real life,” tweeted ‘BasicBlaecGirl’.
The images have also prompted several to inspect their own hands. “I looked at my hand twice, turned the light on and off, and was so confused because [whose] palm is the same color [as] the other side of [their] hand?” remarked ‘ErronJ_’.
Stylenanda has since removed the nail polish, which bears the same pictures on its packaging, from its website. The brand has also apologized for the insensitive photos.
“We are sorry for the upset caused,” Stylenanda wrote. “We have since removed the picture and will no longer be using it to illustrate our products.”
What in tarnation 👀 pic.twitter.com/8RULkX8vi0— Darcei Amanda (@MissDarcei) July 18, 2018
why is that hand wearing black face— 🌹Lili Bella🌹 (@lily_lovexo) July 19, 2018
Lmfaooo y’all understand the number of people this went through to make it onto instagram💀💀💀im weak.🌚— Killmonger My Vagina 💎🙅🏿♀️ (@BasicBlaecGirl) July 19, 2018
me looking at my hand like... pic.twitter.com/7kQphiMJgw— boring gyal. (@smallfrrry) July 19, 2018
I looked at my hand twice, turned the light on and off, and was so confused because who palm is the same color and the other side of they hand???!!!? pic.twitter.com/A99ZG5q9b9— EJ_Lo🇯🇲🌈 (@ErronJ_) July 20, 2018
I had to check my own palm to make sure I wasn't tripping lol https://t.co/JKpQtU6kXH— Jessica Maria (@MariaGaddis) July 19, 2018
Why is the “black girl’s” pinkie finger white bro couldn’t even black face the whole hand I’m upset 🙃 pic.twitter.com/0BR4nvLvHq— liv the young master (@beautifulxenemy) July 19, 2018
[via BuzzFeed, images via various sources]
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