London International Awards
2022 Winners and Finalists
Silver
Digital
Beauty
| Entrant: | R/GA, New York |
| Brand: | Sephora |
| Title: | "Black Beauty is Beauty" |
| Corporate Name of Client: | Sephora |
| Chief Marketing Officer: | Deborah Yeh |
| SVP, Marketing & Creative Strategy, Sephora: | Abigail Jacobs |
| PR Company: | DeVries Global, New York |
| Agency: | R/GA, New York |
| Global Chief Creative Officer: | Tiffany Rolfe |
| Executive Creative Director: | Shannon Washington |
| Creative Directors: | Desi Gallegos/Sasimon Boonyavatana/Katie Yoder/Katie Edmondson |
| VP Of Creative: | Susan Park |
| Senior Copywriter: | Saige Sharp |
| Senior Art Director: | Asyia Fisher |
| Director, Marketing & Creative Strategy: | Candace Payne |
| Senior Director Of Campaigns And Content: | Anne Cambria |
| Senior Director Of Content Production: | Matthew Stanley |
| Assoc Director, Marketing Program Management: | Caitlin O’Reilly |
| Group Director, Production: | Laura Kelly |
| Director Of Content Production: | Kyra Beckmann |
| Director, Content Production: | Erica Jensen |
| Senior Content Producer: | Purvi Sheth, Jennifer Arcese |
| Content Producer: | Danielle Small |
| Associate Content Producer: | Erin Stella |
| Manager, Business Affairs: | Cristina Chouza |
| Agency Brand Strategist: | Ari Hayward |
| Managing Director, Client Services: | Lauren Mandel |
| VP, Executive Director, Strategy: | Lucien Etori |
| Senior Strategist: | Langston Williams |
| Senior Connections Planner: | Akua Harris |
| Connections Planner: | Bree Patrick |
| Production Company: | M SS NG P ECES, Brooklyn |
| Edit Facility: | ROCK PAPER SCISSORS, Santa Monica |
Description:
When you search “French Beauty” or “Asian Beauty” on Google, you see beautiful women. With “Black beauty,” however, you get horses… perpetuating racist tropes that compare Black people to animals.
Which is unfortunate, because Black trends, products and styles often influence mainstream beauty culture, yet they rarely get credited. So, Sephora created an SEM hack to reclaim Black beauty, launching a multi-channel campaign to spotlight Black beauty, while enlisting the masses to help, by tagging Black beauty content across the internet.
And search results are already trending in the right direction, with Black beauty finally getting the respect it deserves.