So heres whats up, this week I had an opportunity arise to interview for a counter manager position with Benefit Cosmetics at a lovely department store in the beautiful South Park Mall. I was very excited at first. The possibility of advancing my career, having health insurance benefit, and working with a young, hip company sounded like exactly what Id been hoping for. I had a brief interview with the regional sales manager and had a second interview scheduled for today. I have used a few Benefit products and liked them. In attempt to learn more about the line I went to their website to view some videos and came across this video. I do understand the video is a parody, meant to be light hearted and funny, but after watching it I did not feel light hearted, I felt just the opposite. I waited then watched it again. It just seemed very racist and negative. I also noticed it was very juxtaposed against the usual fun, retro marketing Benefit is known for. Then it dawned on me if it left me with that feeling I probably wasnt alone, so I Googled it and came across numerous articles slamming the video as well as the company for the video. The companys only response was that the video was intended to be fun and to parody the 90s. No offer of an explanation, no apologies, and the video was not pulled as an ad campaign. I feel this is in poor taste, especially considering the very limited range of skin tones offered in their foundation line. The people being parodied are not Benefits customers. The videos humor is largely based on racial and subculture stereotypes. It also features a very catty, competitive overtone which I think speaks volumes about us as women. In short, I dont think it is funny. I think it is trashy. It is sensationalist marketing. Unintentional racism is still racism. So today I went to my scheduled interview and asked to speak to the sales manager privately. I expressed my concerns to her which were met with a deer in headlights expression and the responses, Nothing was mentioned about a controversy in the sales meeting, and I can assure you we are not a racist company. When I explained the fact that the statement issued from Benefit corporate didnt really address the issue she admitted she didnt have a response. I thanked her for her time, then I went upstairs to the department store office to explain why I was not interested in the position and that it was no reflection on the store itself. The department store sales manager nodded and said, You have to do what you feel in your heart is the right thing and I admire you for doing that. I have spent 20 years of my life seeking to empower women and help them look and feel their best. I did not feel this type of marketing was empowering. If someone wants to look ghetto fabulous or have Chola eyebrows that is her prerogative. Be who you are. Love yourself. Embrace and uplift eachother. The only way this world is going to be a better place is through solidarity.
Posted on: Fri, 31 Oct 2014 19:32:58 +0000
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