Beyonce L’Oreal Ad Spot racist.

by Staff February 10, 2012 6 Comments Ent. News Opinion Weekly Columns

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(ThyBlackMan.com) Beyoncé Knowles is featured in a new L’Oreal commercial for a foundation system called True Match. In the advertisement, Knowles states, “There’s a story behind my skin. It’s a mosaic of all the faces before it. My only make-up? True Match.”

Knowles’ heritage is described in the ad as “African-American, Native American” and “French” as these words dissolve onto the screen, describing the “mosaic” that composes Beyoncé’s skin tone. The selling point of the range is that its pigments provide coverage based on the unique undertones of one’s dermis, which might logically necessitate a detailed description of the star’s ancestry.

Yet by contrast, Jennifer Lopez’s True Match commercial describes the Latina talent as “100% Puerto Rican.” Beyoncé’s depiction as multiracial in this context has led to criticism.

Popular gossip bloggers have led discussions about the perception that Beyonce’s True Match commercial intentionally attempts to highlight her non-black heritage in order to distance the star from African-Americans. After L’Oreal suffered from an international backlash for lightening Beyoncé’s skin in a 2008 print campaign, underscoring her non-African background in this advertisement is seen as another disavowal of the singer’s black roots.

Beyoncé and her skin hue have remained controversial since that 2008 debacle. At last year’s Grammy Awards, star watchers noted that she appeared to be lighter than normal, prompting rumors that Beyoncé had bleached her skin. In addition, the promotional materials for her latest album, 4, depict the pop mogul in high-contrast shots that many believe make her look white.

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6 Comments

Jeremy Patrick says:

March 23, 2013 at 1:47 am

I like L’Oreal and I think the charge is ridiculous. I had a great time voting for my friend Andrea Hernandez in the recent L’Oreal-Get Noticed contest and like my cousin ( yes, I said cousin ) Beyonce she is a Louisiana French Creole too. Like you said there is NO pure race particularly if you are AMERICAN.

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Ramses says:

January 23, 2013 at 2:04 am

lolololololol!!!!!!! woman caught stealing hair weave
http://www.youtube.com/watch?v=i3u1nsdjDIQ
people died for this……rest in peace ancestors…you’re not forgotten

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melissa says:

January 22, 2013 at 10:58 pm

I love how concerned you all are with your AFRICAN American labeling. When are you ever going to learn to stop segregating yourselves. I’m 1/4 Dutch but I do not go around throwing a fit over being recognized as a Dutch American. Majority of BLACK Americans were born and raised in America as well as their parent and grandparents. Is there any reason why you can not consider yourself as an AMERICAN? It’s almost as if you think America hasn’t done enough for you or something. You even have special treatment with your BET, black history month, black health expo, BOMB (black optimistic men and brothers), and African American everything else. You know just as well as I do that if whites had anything like that majority of blacks would not let it go, it would be racist this and racist that. Well what is the difference?

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nn says:

June 2, 2012 at 2:08 am

wow..the stupidity of black americans never ceases to amaze me. ALL black americans are mixed, just as all puerto ricans are mixed. but our ethnic group is black american – being mixed with native or european never changed the fact that we are MAINLY AFRICAN descended. nowadays, everyone is doing everything they can to distance themselves from being black or african descended. beyonce should be slapped for doing that commercial. puerto ricans are african, spansh, and taino indian but i don’t see j-lo highlighing each an every thin in her.i’m dark skinned black american and am part native – but i’m not going to use my admixtures to try to make african seem inferior, because we are majoritarily african – whether light skinned or daek. it’s sad – black people keep losing because we’re stupid to follow in white supremacist tactics to divide us. soon we will have blacks vs. coloreds like in south africa since everybody who can is running away from being black. s sad. so sad. so pathetic and self hating. claiming to be other than black will not change the fact that you are black. BLACK IS BEAUTIFUL – Stop running from who you are!!

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Li says:

February 11, 2012 at 9:47 pm

The first thing it said was “African American” people stop analyzing beyond the intentions, they wanted to show was she was proud of her lineage specifically. Jennifer Lopez chooses to say she is puerto rican even though she too has black, gime a break I do not see you complaining about her.

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Steph says:

February 11, 2012 at 6:30 pm

The Beyonce story never ceases to amaze me. Her father is black and her mother “creole.” It is important to understand waht this means During Louisiana’s colonial period, Creole referred to people born in Louisiana with ancestors from elsewhere; i.e., all natives other than Native Americans. They used the term to separate themselves from foreign-born and Anglo-American settlers. Colonial documents show the term “Creole” used to refer to white people, black people including slaves, and mixed race people. Admixture studies presented by the Annals of Human Biology have found the creoles to be individually 80% African and 20% European.[citation?]
The mixed-race Creoles of Color become part of a separate ethnic group in the 19th century. It’s important to note that if a person was 99% black, and 1% white, they could be classified as mixed race or gens de couleur in French Louisiana. This was made possible due to the fact that one drop of white blood was considered enough for a person not to be classified black. These freed persons of color and their descendants usually enjoyed many of the privileges of whites including property ownership and formal education. Often the Creoles of Color were referred to as “Gens de couleur libres,” French for “freed persons of color.” Because they were of a social order above many of the blacks during that time period, they went to great lengths to ensure that they and their offspring had very little contact with anyone who did not belong to their social class. While it was not illegal, it was a social taboo for Creoles of Color to marry slaves and was rarely done. Some of the most prosperous Creoles of Color even owned slaves themselves.
After the American Civil War, many of the Creoles of Color lost their status and were made to join the ranks of the poverty-stricken ex-slaves. However often having the advantage of better education than the new freedmen, many were active in the struggle for civil rights, although they suffered a major reversal when the U.S. Supreme Court ruled against them with Plessy v. Ferguson in 1896.
Beyonce is black, but her light skinned toned is given a lot of attention. People please get this straight. It’s all marketing and unfortunately still dark skinned women are not given enough media. Black is beautiful.

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