LONDON, April 4 — As proof that nothing on the Internet ever dies, an old series of skin-whitening ads has come back to haunt Emma Watson.
The Harry Potter star was branded a “fake feminist” and a “racist” last week, after her western fans discovered she had fronted ads for Lancome’s Blanc Expert skin whitening line in Asia.
Although the ads were run in 2013, they were mentioned in an article entitled “Perfect Whiteness: The Code Switching of European Cosmetic Companies” for a UK-based online magazine called Gal-Dem.
The editorial by contributor Naomi Mabita suggested that because the 25-year-old actress is white, Lancome is implying that her skin tone is the ideal outcome of using the product.
“There are several well known western companies who sell skin lightening products in predominately black and Asian markets, but do not market those same products to their domestic customers,” the story, which has now gone viral, read.
“Do an image search of ad campaigns and you’ll quickly out find how widespread this practice of equating facial perfection to ‘whiteness’ is.
“Emma Watson, forever paraded in the media as a white feminist icon, is the face of Lancome’s ‘Blanc Expert’ (Expert White) which contains disruptive ingredients intended to whiten the skin.”
The revelations have prompted the Internet to question Watson’s stance as a women’s rights advocate.
She has taken a year off acting to devote more time to her role as a UN Women’s ambassador.
When contacted by PeopleStyle, Watson’s rep did not mince his words, saying, “Many artists often have limited control of how their image is used once an endorsement contract is signed.
“I cannot comment on my client’s previous contractual arrangements with Lancome.
“However, my client no longer participates in advertising beauty products, which do not always reflect the diverse beauty of all women.”
Watson held the role of brand ambassador for Lancome from 2011 to 2013. Blanc Expert was one of several product ranges that she promoted at the time.
