The beauty that Brazilian media and industry is looking for is far from being that of black women. Sometimes insulted by "macaca" (monkey), "nega maluca" ("crazy black woman"), "cabelo duro" (frizzy hair hair extensions, drus), often set aside, Brazilian society tends to make people forget the very existence To the dark skin.
The Cadiveu brand, only known in Europe for its Brazilian smoothing products, has been surfing for some time in Brazil on the natural wave. An advertising campaign has been launched including extras with hair that have anything but the natural since they all carry wigs, enormous extra. The photographs of this advertisement, placed in the cities with the slogan "I need Cadiveu", somehow meant that this type of hair was not worthy of being and that it had to be remedied immediately. Basically, banish the frizzy hair glueless human hair lace wigs, it is not pretty to see.
As soon as the Afro-Brazilian and more particularly the "nappy" of them went up to the niche. In their turn, they posted photographs of these contemporary women who wear their frizzy hair proudly with the words: "I do not need Cadiveu."
I remember being young going to school with my little TWA (small afro). My mother did not know how to put on her hair, she only knew how to cut them short. My sisters and I were ashamed. My teacher herself laughed at me in front of the class and said I had a spaghetti dish on my head. For this advertising campaign Cadiveu also uses girls wearing wigs and sporting the slogan "I need Cadiveu". What will happen to these little Afro-Brazilian women who will still be taught that their hair is the bad of the pick?
The movement of these frightened women invited all their readers to send the photos of their afros which they in turn transmitted on the Facebook page Cadiveu. People who were not affiliated to their cause could be read from statements of racism in this campaign. The polemic is still in progress.
Afro-Brazilian women who are still fighting against this advertisement should thank Cadiveu. This brand allowed to emphasize the impartiality of the industrialists, the fact that the imposed model of beauty is still and always the Caucasian model. This model would not be a problem either if it was not presented as the only perfection, the one with the straight hair.
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