Bath and Body Works recently released a new line in honor of Black History Month. This line featured “packaging inspired by traditional African art and designs.” Since it was released, this line has been extremely criticized. Critics have argued that all this line did was “slap some tribal print and positive words on existing products.” Others have argued that the effort made by Bath and Body Works is “pathetic and embarrassing” or is representative of cultural appropriation. The critics seem to present valid points about this failed attempt to “empower,” as they said, Black communities.
The effort has little thought put into it. Bath and Body Works is a large corporation that has the power to effectively support Black History Month. hanging the print on their products does nothing but make them look as though they are honoring Black History Month.
Although external efforts are important for a situation such as this, internal efforts are far more effective in celebrating Black History Month. For example, Bath and Body Works could have partnered with small Black owned companies and produced a line that is accurately representative of Black History Month. Additionally, partnering with a smaller Black owned company would also provide corporate funding for not only their own benefit.
With that being said, Bath and Body Works has announced their plan to donate $500,000 to the National Urban League and Columbia Urban League. According to the National Urban League they work to enable “African Americans and other underserved urban residents to secure economic self-reliance, parity, power and civil rights.”
This provides some comfort for the company during this backlash because a majority of the critics of this line argue that it isn’t doing anything for Black History Month and is a weak attempt to make an effort. Still, a donation of $500,000 is an efficient effort to support civil rights and racial justice.
The criticism to this line is understandable and Bath and Body Works should have been more conscious and deliberate in their effort to effectively support Black History Month. Forbes writer Janice Gassam Asare says, “Black women are the fastest growing demographic of entrepreneurs in the U.S. A great way to celebrate BHM is to support Black business owners.”
If Bath and Body Works had partnered with a Black owned cosmetics company such as Black Opal perhaps a more effective representation of supporting Black History Month would have been apparent. In this case criticism around cultural appropriation would be less likely to be as prevalent. For example, the company called Who What Wear announced, “Throughout the month of February, Who What Wear will double down on its ongoing employee donation matching program by matching 200% of donations made to organizations that combat racism, fight for social justice, or celebrate Black excellence. Also, our IG (@cliquebrands) and LinkedIn (@Clique) will turn the spotlight on Black History Month and celebrate stories from our employees through our weekly Employee Spotlight program.” Although there is still more this company can do it is clear they are making a deliberate external and internal effort in honoring Black History Month.
Although the criticism around this line is completely valid and should be addressed, acknowledgement that Bath and Body Works made an effort is vital. Most corporations around America don’t even begin to consider openly showing support for racial justice let alone Black History Month. Moving towards a more progressive nation involves inclusivity and acceptance.
