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Category
Full Length Video / Single or Series / Episodic
Annual ID
OS22_BE057M
About the Work
The Beauty of Blackness tells the story of the Black beauty industry through the lens of Fashion Fair — an iconic beauty brand that was once the largest Black-owned cosmetics company in the world. Founded in the 1970s by Eunice Johnson of Ebony and Jet fame, the brand revolutionized the beauty industry, creating makeup for Black women by Black women, at a time when most cosmetics companies largely pretended they didn't exist. The company paved the way for a new generation of Black glamour—and in 2021, they returned to it again in partnership with Sephora.
The documentary gives viewers a front-row look at the massive undertaking that goes into reviving a Black heritage brand amidst new cultural context. It spotlights the colorism and inequity of the cosmetics industry, introducing us to models, historians, editors and experts who have witnessed firsthand the evolution of the cosmetics world. We explore Fashion Fair's rapid rise, enduring legacy, and eventual hiatus—and how Desirée and Cheryl, two women with a longstanding connection to Fashion Fair, are breathing new life into the iconic brand in collaboration with Sephora.
The documentary gives viewers a front-row look at the massive undertaking that goes into reviving a Black heritage brand amidst new cultural context. It spotlights the colorism and inequity of the cosmetics industry, introducing us to models, historians, editors and experts who have witnessed firsthand the evolution of the cosmetics world. We explore Fashion Fair's rapid rise, enduring legacy, and eventual hiatus—and how Desirée and Cheryl, two women with a longstanding connection to Fashion Fair, are breathing new life into the iconic brand in collaboration with Sephora.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Digitas / New York
Client / Brand
Sephora
Production Company
Vox Creative / New York
Ventureland
Epic Digital
Chief Creative Officer
Atit Shah
Creative Director
Ben Wagner
Director
Kiana Moore
Tiffany Johnson
Director of Photography
Ruben Contreas
Executive Creative Director
Mark Book
Executive Producer
Natasha Wellesley
EP, Global Chief Purpose Officer & CMO, Sephora Americas
Deborah Yeh
EP, Marketing Director, Campaign & Content
Candace Payne
EP, SVP, Integrated Marketing & Brand
Abigail Jacobs
SVP of Content, Head of Vox Creative
Armando Turco
SVP, Head of Media
Kristin Scheve
SVP, Head of Media (West) & National Paid Social Lead
Danisha Lomax
VP of Creative
Heather Pieske
VP, Brand Marketing
Celessa Baker
VP, Content Director
Katherine Saxon
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