Cosmetic Companies That Say ‘Black Lives Matter’, But Sell Skin-Whitening Products
I don’t know about you, but I’m a bit confused by some of the cosmetic companies delivering a dual message. For example, I just read on Buzzfeed where the skincare brand Olay recently tweeted “Black Lives Matter. We stand against racism and injustice….”
And then I read on Olay’s instagram account something that had me scratching my head. They are promoting their product called “White Radiance Light Perfecting Essence”. It’s a skin-lightening product and stops or fades melanin or the agent that gives skin color. What??
How is it on one hand you are promoting ‘blackness’ and being ‘proud to support Black lives’, but then on the other hand you are promoting a skin-whitening product? Is that even ethical? It’s certainly mixed messaging to me. It’s like me as a nonprofit founder (Girl Talk Foundation) encouraging young girls to be empowered and build self-esteem, but on the weekends I turn tricks. Or it’s like being a certified financial planner, but you also have a gambling habit. What?!
I’m a bit disappointed in Olay and frankly, surprised no one on their ‘team’ caught the mixed message. But then, as I continued to read further I learned Olay is owned by parent company Procter & Gamble (P&G). And while Olay gave what some would consider a generous amount – $5 million – to a fund supporting anti-racism, P&G made more than $67 Billion last year. So, that diminishes that $5 million donation a bit.
An Olay spokesperson has said technically they don’t sell skin whitening products in the U.S., but rather promote products that can provide a “smoother, fresher, whiter complexion.” Oh, yeah and did I mention the countries outside the U.S. they target are Asia and Africa where women have plenty of melanin there? Hmmm. (side-eye)
Either way I see it, Olay is perpetuating the stigma that dark is bad and light or white is better.
And the more disappointing part to this story for me is Olay and Procter & Gamble aren’t alone in this cosmetic mixed messaging. There are others who are contributing to what I consider a ‘backwards’ message, like L’Oreal and Johnson & Johnson.
The question remains how do I continue to tell young girls of color you are beautiful and that you matter, no matter your skin tone, when I have a multibillion-dollar cosmetic industry reminding them (through their products) that you matter more when your skin is lighter?
#NotBuyingOlaysBlackLivesMatter
Black Lives Matter.
— OLAY (@OlaySkin) June 3, 2020
We stand against racism & injustice. We believe Black people should have the right to live without fear.
OLAY and P&G will start by committing $5 million to #TakeOnRace, a fund supporting organizations fighting systemic bias & inequality... (1/2) pic.twitter.com/eW41HjYVTn