Beyoncé Knowles is featured in a new L’Oreal commercial for a foundation system called True Match. In the advertisement, Knowles states, “There’s a story behind my skin. It’s a mosaic of all the faces before it. My only make-up? True Match.”
Knowles’ heritage is described in the ad as “African-American, Native American” and “French” as these words dissolve onto the screen, describing the “mosaic” that composes Beyoncé’s skin tone. The selling point of the range is that its pigments provide coverage based on the unique undertones of one’s dermis, which might logically necessitate a detailed description of the star’s ancestry.
Yet by contrast, Jennifer Lopez’s True Match commercial describes the Latina talent as “100% Puerto Rican.” Beyoncé’s depiction as multiracial in this context has led to criticism.
Popular gossip bloggers have led discussions about the perception that Beyonce’s True Match commercial intentionally attempts to highlight her non-black heritage in order to distance the star from African-Americans. After L’Oreal suffered from an international backlash for lightening Beyoncé’s skin in a 2008 print campaign, underscoring her non-African background in this advertisement is seen as another disavowal of the singer’s black roots.