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Urban Echo
 
Beyonce - A "Lighter" version of her Former Self
By IP Stuff
Aug 9, 2008 - 11:25:27 AM

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When Beyonce signed on with L'Oréal in 2001 her career was big -- but not huge. As she became more mainstream, her look in the ads appear to evolve -- into a whiter version of her former self.

I saw the new L'Oréal ad a few days ago and well.... you take a look and see for yourselves...

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Something seems to be different in these photos.  From skin tone to hair color.  It seems that all atypical African American features are being toned out to reveal a more European look.  Is this intentional?  I think so...but why?

Why can't a powerful, talented African-American woman be celebrated for her natural beauty? L'Oréal claims they didn't change Beyonce's appearance, but who are they fooling? L'Oreal obviously wanted to make Beyonce look more "European".

I remember reading of a time when African American's had to pass the Brown Paper Bag test to determine if they would be admitted into certain social clubs, organizations, establishments, acting roles, etc.

Is this a modern reflection of that old thinking?  We'd love to hear from you.


Gallery images:

Comments

Gabrielle
15 Aug 2008, 16:59
So is she trying to be white now? Beyonce you are African American girl stop it! You not white, carribean, or European. STOP IT!
Angry Woman
18 Aug 2008, 05:14
I don't think it's BEYONCE...doing anything. She didn't edit the photos!!!!!
Dyiamondgurl
18 Aug 2008, 07:56
It does not matter if B had something to do with it or not. She signed on the dotted line. Until that contract ends they can do what they want to do. Remember Loreal has not really focused on the African American woman as much as Maybelline has. Since the beginning of time Maybelline has been the make-up of our choice before we had Fashion Fair and Mac. So Loreal is the underdog anyway that is probably why they got B in the first place. So it is not going to make us go out and buy it just because they have B. Maybelline is still on top when it comes to the over counter make-up. I Personally do not wear alot of make-up but if I did I would not go Loreal anyway. It would be Maybelline all the way.....
Anonymous
18 Aug 2008, 11:45
Regardless to what the situation is if she's very conscious aware she can break that contract b/c its demeaning to her and African American women!!! I dont wear makeup much either or really pay that much attention to the commercials but what makes you think Maybelline is better b/c they're hiding their hiding they're real agenda. Let's wake up ppl. ANYTHING commercialized that THEY pay us for is not for our benefit. And they will ALWAYS have a "hidden" agenda!!!
Britt
18 Aug 2008, 16:54
Actually, the social clubs and organizations that conducted the Brown Paper Bag test were run by blacks not whites. Nevertheless, blacks still bought into this concept as a means of self-hatred.
Young Berg
19 Aug 2008, 20:00
That's what the hell I'm talking 'bout. I told ya'll I don't like "darkies". Loreal knows whats up. If you go swimming and look worst coming out of the water than before going in...I don't want you. HA, HA! Yeah I got a complex. Dark-skinned guys and dark-skinned women just don't look right together. Yeah my Momma is dark but I let her get a pass cuz she my Momma. You know what I'm saying???
Wake Up
19 Aug 2008, 20:47
Yup I know exactly what you are saying brahh and I don't think she is all that any way. I would much rather Ashanti. Holla!

P.S. Monogomy is still a myth!
TriniGrl
20 Aug 2008, 10:13
I honestly have to say it's a shame it's 2008 and this racist crap is still going on. It just does not make any sense. Come on people that's not right. You dispise black people but yet still these are the same people who won gold medals for you at the olympics and yet still you hold a grudge or think you're better than them. Trying to take all the credit. Due to Beyonce's success you guys are able to branch out and reach the black community with your products so please give the African American the credit they deserve. After all they are the one's and all the other minorities that made this country what it is today. So sit back and for once swallow your pride and just give them the credit they deserve!!!!
cookiemonster
20 Aug 2008, 10:55
This does not have to necessarily come from make up. It could be the lighting that the photographers are using or even the fact that she is not in the sun as much. Everyone, and I don't care who you are, gets darker in the sun. Her truest complexion could very well be what you see here or very close to it. She is still beautiful either way you look at it. She could be as black as charcoal or see-through, she is still an icon and should be respected for talents and abilities and not the color of her skin. Just let it go....
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