-----Google Analytics------
header

Covergirl, please stop white washing Sofia Vergara

Oct 3, 2012

I don't usually dig into heavy topics on WTFab, but occasionally when something rubs me the wrong way, it's nice to have this blog as an outlet (like when Kate Upton was being called fat). This is one of those times.


When Covergirl announced that Sofia Vergara was their newest Covergirl, I thought it was great. She's gorgeous with a bangin, curvy body and she's funny as hell on Modern Family. But over the past few months I've become increasingly aware of the fact that Sofia's Covergirl ads look a bit...off. 



At first I thought they just looked a bit odd because they'd photoshopped her so much, she didn't look like herself. But then I realized all her Covergirl ads had a clear trend. She didn't look like herself because she looked white washed. Covergirl is clearly putting harsh lighting on her, using lighter makeup than her natural skin tone, and photoshopping the crap (or rather, the Latina) out of her. She looks like a pretty brunette, but she sure as shit doesn't look like herself. Exhibit A.

Barely even recognized her here
This one's probably the most natural looking one. At least her skin tone isn't ridiculously light.
Whoops. Where'd that golden glow go?
Pretty freakin white
Who the heck is that?
Ok, this one is from afar, so I'll cut it some slack.
I didn't feel all that motivated to write this post until I flipped open my Marie Claire and
saw this latest SV Covergirl ad. Come on. I couldn't even believe this was her. She's as
pale as Emma Stone here.
 Let's compare those with her latest commercial for her Kmart line...
 Or her Pepsi ads...
Big difference. And it bugs me. Because it sends the message that fairer-skinned is better. She is so stunning, but apparently Covergirl thought whiter was better.


Lots of magazines and makeup companies have gotten flack for white washing their models. And they always say "Oh it's the lighting," or "We wanted to highlight the makeup." Bullshit. Why pick a Black/Latina/whatever model just so you can make her look pale? What's the point, if you're not showing how your makeup really looks on their natural skin tone? Why not highlight her skin tone and gorgeous look? When you run an ad campaign that turns someone like Sofia Vergara into a pasty chick, it sends the wrong message.



I could go on and on about this. It reminds me of one of my best friends from grad school, who's from India. She has gorgeous dark skin, but in India, dark skin is associated with lower class. So my friend is always trying to stay out of the sun, and has even tried skin-lightening products. It's absolutely ridiculous. She's a beautiful girl and doesn't need that crap. And ads like the ones above just perpetuate this mindset. 



I'll end by saying that Covergirl needs to take a hint from Estee Lauder:



Oh, and another random reason why I don't like Covergirl. They make a pretty girl like Taylor Swift look like a rat. Now that takes some doing:


What do you think? Am I totally blowin it out my ass right now, or have you been noticing this too?


sf fashion blog

32 comments

  1. Amen! Flipping through my latest Vogue I saw the Estee Lauder ad you're using here, and thought to myself "finally!"
    I think you're bringing up a very important point and I thank you for it from the bottom of my social-activist, race-relations-obsessed heart! ;-)

    ReplyDelete
    Replies
    1. I really appreciate your feedback on this and I completely agree with you. Thanks for commenting :)

      Delete
    2. Umm you do realize she IS white. Hispanic is not a race, it is a term used to describe people of latin countries. For instance a Black man or Asian woman from Chilé would be considered hispanic it has nothing to do with race. Sofia Vergara is not being white washed by CG because she is a white woman. Its actually offensive that you would call her out as being "white washed", she is white so how are they making her more white? She was born in Columbia but like many from there is most likely a decedent of European settlers and conquistadors. ~ Your Friendly Neighborhood Hispanic Studies Grad Student.

      Delete
  2. OMG I totally agree!!! I am so glad you posted this! Amen!

    xoxo,
    Alyssa

    sincerelytrulyscrumptious.com

    ReplyDelete
  3. I think you may be on to something - she doesn't look like herself either, which makes it weird .... Why use her image at all then? Some of those pics i wouldn't have even known it was her!

    ReplyDelete
  4. well i am from colombia and PLENTY of colombian girls look like sofia meaning white.... also many black, for some reason in the US people often think to look like latin american you need to look short, chubby, and brown

    ReplyDelete
    Replies
    1. I think you're missing the point of my blog post. I'm not saying that in order to pass as Colombian, she needs to be darker. I'm saying that her skin in her covergirl ads is way lighter than her natural skin tone, so obviously covergirl is using lighting and photoshop to lighten her skin, and that bothers me.

      Delete
    2. yaom, you are correct. Although they are clearly shining lights or whatever on her here, I really do not believe that she is "stereotypcially latina". On Modern Family, she wears A LOT of heavy make-up, and I am pretty sure she is fake-tanned to look like that. She has stated before that she is naturally light-haired for what most Americans consider to be normal for Latina women. If you look up pictures of her as a child, you can clearly tell that she is NOT dark, and her hair is light brown/blondeish. I am ethnically Greek, and I have met many Latinos who were way lighter/fairer than I am.

      Delete
    3. Sofia Vergara is a white women from Colombia get over it

      Delete
    4. It's actually Hollywood that "brown washed" Sofia Vergara. She's actually pretty white, she was a natural blonde in her baby pictures and she's light naturally. American mainstream media made her tan and go brunette just to fit the stereotypical latina look.

      Delete
    5. Sofia Vergara is very fair. Ella esta muy rubia. Nobody made her skin look whiter than it is, she is a white woman. Would this even be a discussion if a usually tan Jennifer Aniston appeared lighter on the magazine? No it wouldn't. So please stop your argument is invalid and offensive. Por favor vaya educarse...

      Delete
  5. I would just like to point out that Sofia Vergara is white. Last time I checked colombian is an ethnicity, not a race.

    ReplyDelete
    Replies
    1. Hey, thanks for your snarky, anonymous comment! I would just like to point out that your comment has no bearing on my post. My point is that her skin in her covergirl ads is way lighter than her natural skin tone, so obviously covergirl is using lighting and photoshop to lighten her skin, and that bothers me. Whether her race is White and her ethnicity is Latina doesn't matter. The underlying message in changing her skin tone is that fairer skinned is better. And I think that's wrong.

      Delete
    2. her natural complexion is fair and she gets tan, why aren't you concern with the fact that Hollywood producers force her to get dark in order to get the "latina" roles. Is ridicilous the "latina label" you're latin because you are dark and speak spanish I got news for you Portuguese, Italian, french and Frenchcanadians are both latins and white, being latin or not is a language thing, there's plenty of white people in Colombia and Sofia is one of them.

      Delete
    3. If I am not mistaken, lighting is used to enhance the picture of any subject..white, brown yellow..etc.. second, how are you privy to what her natural skin tone is? Have you seen her tan lines? seems to me that you are just intimidated by her awesome beauty...

      Delete
  6. Sofia Vergara is racially White(Spaniard blood/ancestry),and Columbian is a nationality,not a race.

    ReplyDelete
  7. I would say that you could be seriously wrong with this. In latin cultures(latinamerica, south of europe), being too white is not "cool", and everybody has a tan in part because of the weather, in part because you force yourself not to look too white(sinonym of not being "healthy"). The northerners have no option, cause of the sun burns and with effort in the summer they get color (melanine reactiveness). I bet that if she doesn't take the sun for a while, she looks really pale; I'm like that. As I said, could be a cultural thing.

    ReplyDelete
  8. Sofia Vergara is white/european.

    Her natural hair color is blond, but she had to fake tan herself and had to change her hair color, so she can fit the STEREOTYPICAL latina roles she was offered. See? That's the real problem. Being forced into stereotypical roles.

    Latin America's demographics are just as diverse as the US demographics. Usually with europeans and asians on top, then the browner you get, the lower you are.

    ReplyDelete
  9. You should google Sofia Vergara "young", as a child, or check her Facebook pics. You will be surprised lol.

    https://scontent-a.xx.fbcdn.net/hphotos-ash3/167016_148202768571099_1131831_n.jpg

    https://scontent-a.xx.fbcdn.net/hphotos-prn2/167519_148202708571105_1081969_n.jpg

    https://scontent-b.xx.fbcdn.net/hphotos-ash3/180607_148202758571100_858203_n.jpg

    https://scontent-a.xx.fbcdn.net/hphotos-ash2/184224_155757617815614_6985265_n.jpg

    https://scontent-a.xx.fbcdn.net/hphotos-ash2/184224_155757617815614_6985265_n.jpg

    ReplyDelete
  10. Sofia Vergara is white, actually a natural blonde, she just dyes her hair so that she can have more of a "latina" look. Just for your information, latino is not a race, it's a culture/ethnicity. There are white latinos (like Sofia Vergara or Lionel Messi), black latinos (Pele), mestizos, aboriginal latinos and even Asian latinos.

    ReplyDelete
  11. She's a white latina, naturally pale, blonde haired and blue eyed? I do not understand this article?

    ReplyDelete
  12. A lot of racist comments by anonymous users. I have a feeling that their only view of beauty is white. Believe it or not some South Americans can be the most racists of them all.

    ReplyDelete
  13. Actually she is white, shes blonde she dyes her hair, and get tanned to look more "latina" she herself told that on the ellen show , not because shes latina makes her a mestizo (brown) in fact in south america white people is normal cuz the most of the heritage is from europe(german, spanish, jews, arabs, italians.. and list goes on.) and people usually thinks latinos are all mixed of white and amerindians but when the spaniards came to south america the diseases killed the 95% of the american natives population so only the 5% are the mixed plus those mixed live in the amazons so.....

    ReplyDelete
  14. Another ignorant blogger who thinks they know about race relations, yet know nothing about race outside of their ethnocentric U.S. history. In case you weren't aware, a lot of Hispanics are white. This includes Sofia Vergara. How do you whitewash a white person?

    ReplyDelete
  15. If you look at her childhood pics and her parents, you will see that the opposite has been done here. In the US we have this dreamy image of dark haired exotic Latinos. Since she did not fit the mold they darkened her up to make her fit the stereotypical Latina image. The reality is that Latinos are not nearly as exotic as you think. They are black, white, Indian or somewhere in between. The ppl in between are what created our stereotypes. Being I am mixed with black and white and American, I constantly have to hear people tell me that I must be "latina" or "hispanic." No I am mixed and so Latinos look like me.

    ReplyDelete
  16. I meant "being I am mixed with black and white and happen to be North American"

    ReplyDelete
  17. If I am not mistaken, lighting is used to enhance the picture of any subject..white, brown yellow..etc.. second, how are you privy to what her natural skin tone is? Have you seen her tan lines? seems to me that you are just intimidated by her awesome beauty...

    ReplyDelete
  18. This comment has been removed by the author.

    ReplyDelete