“FINALLY SOME DIVERSITY”: An exploration into the publics’ perceptions of the ‘Fenty Beauty’ campaign in relation to how it challenges the lack of diversity in the mainstream Westernized beauty industry
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Previous research has identified females in western society experience strong social pressures to reach a cultural ideal of thinness and perfection in appearance (Jefferson & Stake, 2009) portrayed by Western beauty ideals in varies media sources. Not only are these pressures experienced in Western society, Western beauty ideals are also effecting non-Western societies. Research by Carneiro et al., (2013) stated interviewee’s living within a Mexican culture, expressed they had cosmetics surgeries to comply with Western European beauty ideals. Diverging substantially away from the mainstream Western beauty ideals, Rihanna’s (2017) ‘Fenty Beauty’ cosmetic products and campaign has included a wide range of skin tones for individuals from diverse ethnic backgrounds promoting diversity and inclusivity in the beauty industry. The current study will adopt a qualitative approach, using a thematic analysis with guidance from Braun & Clarke (2006). The current research analysed the first four hundred comments from the public which were extracted from ‘posts’ publicly displayed on the ‘Fenty Beauty’ social media pages (Facebook, Instagram and Twitter) from the 1st of September 2018 to the 7th of September 2017. The current research aims to explore the public’s perceptions of the ‘Fenty Beauty’ campaign in relation to how it challenges the lack of diversity in the mainstream Westernized beauty industry. Limitations and suggestions for future research are discussed.
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