i have mixed feelings about this commercial

moreniqua-deactivated20140414  asked:

What I find incredulous is growing up to an afro Puerto rican parent and a mixed parent, ricans seem to think ALL Puerto ricans look like jlo and would ask if im Dominican or mixed. But then they neither spoke spanish nor knew PR history/culture.

The sad part about it is that I think that the media plays a huge part in that. Have you seen JLo’s commercial for L’Oreal TrueMatch?

They attribute her light skin to her being Puerto Rican. While that *might* be true, I think it sets an unrealistic expectation for other Puerto Ricans, and sets unrealistic standard that they can’t reach because they aren’t her complexion. Every time I see this commercial, it makes me cringe because I feel like it completely erases Blackness from the Puerto Rican identity. A lot of people don’t know that Puerto Ricans’ skin complexions can range from milky white to coffee bean brown. I find this commercial very problematic because a lot of Puerto Ricans that I have encountered that are JLo’s complexion shit on Puerto Ricans that are darker than them, but it’s not only them that do it. In 7th grade, a Dominican girl told me that I was “too dark to be Puerto Rican” because I didn’t look like JLo. Afroboricuas don’t get enough shine.

And someone told me JLo can’t speak Spanish, but I’m not sure if that’s true or not.


The recent Dove commercial that interviews some young girls is nice as a surface level message, but there are problems I have with it as a Black girl.

To me, it feels like the erasure of people who are TRULY targeted for their hair: darker (or lighter) skinned Black girls and women with kinkier hair. I noticed mixed, white, and possibly Latin@ girls and women featured in the commercial, and in the video where Dove interviews the girls; but not, if any, darker Black girls with kinky or coily hair featured the way the other girls were. Girls with looser curls and even waves, yes WAVES were featured noticeably. I noticed the darker girl and her mother at the end where everyone joined together to have fun and be positive about their curls hair.

Now the overall message is great, and I wholeheartedly believe these girls, and all girls, should be able to love themselves, but like…damn. These girls with lighter skin and looser curls/waves are never going to know how it feels to be constantly told by society that their hair is “wild” and “unprofessional”. They will never be threatened with expulsion or being fired because of their hair. Sometimes I wish I had the means to let people know how it TRULY is with no sugarcoating the actual issue.