Cosmetics Giant Denies Beyoncé Whitewash

L'Oreal Claims It Did Not Lighten Singer's Skin For Hair Color Ad

(AP)  Cosmetics giant L'Oreal says it didn't lighten Beyonce's skin tone in an ad.

"We highly value our relationship with Ms. Knowles. It is categorically untrue that L'Oreal Paris altered Ms. Knowles' features or skin tone in the campaign for Feria hair color," the Paris-based company said in a statement sent to the Associated Press Thursday.

The ad is in the September issues of Elle, Allure and Essence on stands now.

L'Oreal, the maker of Garnier hair care and Lancome cosmetics, is the world's largest cosmetics maker.

A representative for Beyonce said the singer would have no comment beyond L'Oreal's statement.

In the two-page L'Oreal ad, Beyonce's wind-swept hair is a reddish blond shade with highlights. A box of Feria in the ad features a white woman with a similar hair color.

The ad created a stir after it was pointed out Wednesday by celebrity gossip Web site TMZ, which is owned by Time Warner Inc.'s AOL unit.

TMZ's post showed side-by-side photos comparing the ad with a photo of Beyonce with noticeably darker skin and hair. It was the site's most commented on post Thursday afternoon.

Beyonce's lighter appearance in the L'Oreal ad may just be the result of creative touchups or lighting to balance her highlighted hair, said Cynthia Park, president of K&L Advertising, a multicultural advertising firm based in New York City.

Still, she said companies need to be particularly careful when playing with the images of ethnic minorities in ads.

"Or you end up falling victim to these types of situations," Park said.

Beyonce has been a spokeswoman for L'Oreal since 2001. Other spokeswomen for L'Oreal include Scarlett Johansson, Milla Jovovich, Eva Longoria Parker and Kerry Washington.

A representative for Elle said magazine ads are reviewed before they are printed, but wasn't sure of the exact procedure for checking content. Representatives for Essence and Allure magazines were not immediately available for comment.

[avigil2]

As someone who works in the Advertising field, I can honestly say that every single photo or ad is "touched up" or "computer enhanced" to some degree. This is no big deal people. If she were as dark as Oprah, then lightened up for L''Oreal''s ad campaign, then yeah, I can see the argument. NEXT!

[sociald63]

big effing deal - who cares

[sociald63]

big effing deal - who cares

[demwatcher]

Yeah, ha ha, right.

[jennmarikp]

I really can''t see much difference between the two photos, except the hair color and style.

[random_radar]

White people spend endless hours and money going to tanning salons to darken their skin.

[concorde5]

I don''t see a difference. Maybe it''s just me.

[credibility2]

More black paranoia. Lighting, photography equipment, hair color, makeup, color of clothing, printing process, etc. all impact the final image.

[danito123]

WOW!!! THATS REALLY BIG NEWS!!!

[observer2020]

why is this in the news?
Posted by mediabrat60
_________________

Free advertising.

[asheleybg]

I am the same complexion as Beyonce. Depending on the lighting, what I am wearing, or how much time I have recently spent in the sun, I can look various shades. I don%u2019t think she was lightened in this instance, but I have seen adjustments made to various black females in media to make them look lighter.

[element51]

It doesn''t really matter to me. This is a stunningly drop dead beautiful woman who I could look at all day and still want more. Plus she does it all..sing, dance, act...truly a talented woman. If I was 40 years younger....Oh well......

[mediabrat60]

why is this in the news?

[caldwellptr]

GEEZ ..... A cosmetic company, an advertising agency, and a superstar walk into TMZ one day. The gossip at TMZ say, "Someone here today is whiter than usual." The cosmetic company says, "It''s not us, we just want to sell hair color." The advertising agency says, "It''s not us, we just want to sell hair color." The superstar says, "It''s not me, I just want to sell hair color." TMZ say, "The joke''s on you. We just want to sell more GOSSIP."

[toldyouso12]

Beyonce is a light skinned woman.
She has reddish highlights in her hair which will give the illusion of lighter skin. I have an african american friend that is the same complexion and when she dyes her hair auburn, she looks alot lighter skinned. So whats the azz deal?? GET a life people!!

Posted by ladyephesus1 at 11:08 AM : Aug 08, 2008


Have you ever seen Beyonce in person? She is not light skinned. She is the color of a light caramel, not high yellow, olive toned or lighter. She is definitely what we call, brown skinned (which usually means a light brown color) Beyonce is not the common color of "golden skinned tone" that is usually used to describe those of mixed race, she is darker than that. Magazines routinely lighten the coloring of blacks to appeal more to the majority population that may idolize them--this is because for all those girls who wish they could know, or be Beyonce--the dream sells better if she is the same skin color or if they can fantasize that she is bi-racial or something. (she is not) Beyonce''s skin tone is a typical light brown as are many, many Black Americans.

[ladyephesus1]

Beyonce is a light skinned woman.
She has reddish highlights in her hair which will give the illusion of lighter skin. I have an african american friend that is the same complexion and when she dyes her hair auburn, she looks alot lighter skinned. So whats the azz deal?? GET a life people!!

[haoli25]

Is L''Oreal also responsible for Michael Jackson and his white-mutant offspring?

[tootsie1963]

LOOKS THE SAME TO ME

[mythoughtsr]

This:
http://i289.photobucket.com/albums/ll227/glenndodd/native_zulu_maidens.jpg

is a black female and how most people view them.

This:

http://www.beyonceonline.com/content/wallpaper/2Beyonce1024x768.jpg

is Beyonce''. CONSTANTLY trying to look white, especially with the hair.

GET OVER IT.

[greeneyes222]

Political correctness has run amok. I don''t think anyone was tricked into believing Beyonce was suddenly white. Can''t we just say she''s a lovely young woman and leave race out of this?