TITLE:
Black and Beautiful: A Content Analysis and Study of Colorism and Strides toward Inclusivity in the Cosmetic Industry
AUTHORS:
Cynthia M. Frisby
KEYWORDS:
Content Analysis, Colorism, Skin Tone, Beauty and Skin Tone, Marketing Beauty
JOURNAL NAME:
Advances in Journalism and Communication,
Vol.7 No.2,
June
19,
2019
ABSTRACT:
The
purpose of this research is twofold: 1) to explore colorism in the cosmetic
industry in light of multiple marketing venues such as social media, online,
and retail stores and 2) to provide a snapshot of improvement (or lack of) in
shades and foundation colors offered in the beauty industry. A
Kolmogorov-Smirnov test conducted indicates that the total shades of foundation
found in a sample of 49 cosmetic beauty brands do not follow a normal distribution, D(49)
= .360, p = .0000. In addition, a
Chi-Square goodness-of-fit test conducted also shows that the variety in
foundation shades is also not equally distributed (χ2 = 68.7, df, 47, p