![]() The advert is an overt reflection of the racial inequality which underpins the beauty industry.Ī common misconception is to treat colourism as synonymous with racism, however, the term, as defined by Alice Walker, often credited with its coinage, refers specifically to the “prejudicial or preferential treatment of same-race people based solely on their colour”, in contrast to the wider racial discrimination which is based on ethnic and racial difference. ![]() The recent controversial Nivea advert, in which a black model’s skin is lightened in a highly racialised attempt to illustrate the way in which their product enhances a consumer’s beauty is undeniably racist, yet it is also mired by colourism.
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