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“BI-White: The Skin Pigmentation ID ” Kalyn Goodwin

“BI-White: The Skin Pigmentation ID ” Kalyn Goodwin. “BI-White: The Skin Pigmentation ID ”. This is a picture for an ad for L'Oreal, which is a company who makes skin products. L'Oreal calls this method of advertising 'Geocosmetics.'. “BI-White: The Skin Pigmentation ID ”.

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“BI-White: The Skin Pigmentation ID ” Kalyn Goodwin

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  1. “BI-White: The Skin Pigmentation ID” Kalyn Goodwin

  2. “BI-White: The Skin Pigmentation ID” • This is a picture for an ad for L'Oreal, which is a company who makes skin products. • L'Oreal calls this method of advertising 'Geocosmetics.'

  3. “BI-White: The Skin Pigmentation ID” • What are the first things you notice about the picture? • What are the differences in her skin before and after the 'zipper'?

  4. The image shows a woman who may be of a darker skin color, and with a few spots on her face. She seems to be transforming not only her spots, but also her skin tone. Why do you think that is? What I See

  5. Darker skin color. Dark circles around cheeks.

  6. According to www.counterpunch.org, more than half of Korean women experience brown spots and 30 per cent of them have a dull complexion. Over-production of melanin deep in the skin that triggers brown spots and accumulation of melanin loaded dead cells at the skin's surface create a dull and uneven complexion. Vichy Laboratories has been able to associate the complementary effectiveness of Kojic Acid and pure Vitamin C in an everyday face care: BI-White. The Experts

  7. The image shows a woman who may be of a darker skin color, and with a few spots on her face. She seems to be transforming not only her spots, but also her skin tone. Why do you think that is? What I See

  8. Intentions • Why do you think L'Oreal would put this product on the market? • What do you think the message is they are portraying to society?

  9. According to www.counterpunch.com, in this ad, the racist aesthetics of "White-Perfect" reinforces the biomedicalized intervention of Asian women's skin coded by the sign of "Melanin-Block™." L'Oreal's advertisements for skin-whitening cosmetics are often reinforced by constant interplay between the ideological precepts of white supremacy and the technologically-mediated suppression or "blocking" of the capacity for Asian women's bodies and skins to produce skin pigment, melanin. Back To The Experts

  10. Intentions • After reading that passage, did your opinions of intentions change?

  11. I believe that this picture has mostly Logos and Pathos. Logos: This picture appeals to your logic because of course, you are NOT going to zip imperfections away. It's impossible. Pathos: Emotionally, most women want to be more perfect. Whatever that word means. So L'Oreal has tapped into that, and has a market. The Appeal

  12. Picture and information found at http://www.counterpunch.org/mire07282005.html Bibiography

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