Emma Watson has long advocated for intersectional feminism since she launched her HeForShe movement in 2014. So when a Lancôme commercial from 2012 resurfaced showing Watson promoting a skin whitening product, a lot of fans were left angry and confused as to why she participated in such a non-intersectional campaign.
The commercial features the Lancôme Spot Eraser, a skin care product that breaks down the production of melanin to prevent dark spots from appearing. But the video seems to advertise the product as a skin whitener rather than as a dark spot corrector. Keep in mind that skin-whitening products are typical in Asian countries due to the Euro-centric beauty standards that have developed since Western colonization of the continent. Many viewed this product as yet another promotion of the ideal that lighter skin is more beautiful than darker skin, and Watson faced criticism as the star of the advertisement.
After the ad resurfaced and criticisms came flooding in, Emma’s rep issued a statement explaining that her client no longer partakes in beauty campaigns for the exact reason everyone is upset.
“Many artists often have limited control of how their image is used once an endorsement contract is signed… My client no longer participates in advertising beauty products, which do not always reflect the diverse beauty of all women.”
Watson’s decision not only shows that she does not agree with the lack of diverse representation in the beauty industry, but it also makes space for ethnically diverse women to participate in beauty campaigns and promote the idea that all women of all skin tones are beautiful.