Multinational companies such as Soft Sheen saw the opportunity to capitalize on this cultural transition and set up shop in Brazil. Moreover this beauty shift created a new demand for black representation within the cosmetic industry. Even though blacks were responsible for the majority of the buying power of beauty products, rarely would you see an actual Afro Brazilian on packaging, labels or advertising. Thus the black power magazine, Raça Brazil, was born in order to appeal specifically to the black consumer. The creation of this magazine not only raised awareness for the detrimental effects of Eurocentrism, but also acted as a voice for the underrepresented black middle class. Raça Brazil was the first magazine of it’s kind, but the country quickly took …show more content…
After the culture shock of the black beauty movement, products such as relaxers, creams, makeup and hair items, were incentivised to use actual black models in advertising. This was a powerful move in the beauty world because representation in the national media was instrumental in the uplifting on the long ridiculed black (or mulatto) women. After looking at the progression of the beauty standards of Brazil the modern day societal values show minimal change. If one is to compare the current racial climate concerning the beauty standards of Brazil, it is easily identifiable that whiteness is still the most desirable state. One of the most observable trends that illustrates the country’s obsession with straight hair is the Brazilian Blowout™. The creation of the Brazilian Blowout draws easily identifiable parallels to the historical methods of hair