UNITED WE SHOP: Black Beauty Advert-ism and the Business of Social Justice

Research output: Chapter in Book/Report/Conference proceedingChapter


The overlapping cosmetics and personal care industries have long been considered a political battleground where racially charged debates about the value and definition of beauty have been waged. In 2019, Dove reframed the stakes of this decades-long struggle when they partnered with a coalition of legislators and social justice organizations to petition for Black beauty rights. The CROWN Act, which aims to end “discrimination based on race-based hairstyles” became the centerpiece for Dove’s multicultural promotional strategy. This maneuver afforded the brand, which had faced recent criticism for its attempts at inclusive messaging, new credibility amid a national reckoning around race. My chapter will use Dove’s CROWN Act as a case study to explore the contemporary manifestation of Black beauty advert-ism; specifically, the conditions that give rise to such a promotional strategy and what this phenomenon reveals about commercialism and social justice in the twenty-first century.

Original languageEnglish (US)
Title of host publicationThe Routledge Companion to Advertising and Promotional Culture
Subtitle of host publicationSecond Edition
PublisherTaylor and Francis
Number of pages12
ISBN (Electronic)9781000859171
ISBN (Print)9780367645106
StatePublished - Jan 1 2023

All Science Journal Classification (ASJC) codes

  • Economics, Econometrics and Finance(all)
  • General Business, Management and Accounting


Dive into the research topics of 'UNITED WE SHOP: Black Beauty Advert-ism and the Business of Social Justice'. Together they form a unique fingerprint.

Cite this