Being a lover of the beauty industry, it’s always interesting to me to see how companies market to “ethnic” consumers. I’ve seen everything from “People of Colour” (which I think sounds archaic and slightly insulting — aren’t we all one color or another?), to “skins of color”…
I was in a group of fellow Asian sistahs, and when asked whether they related to terms like this…I was SHOCKED to learn that they didn’t consider themselves “people of colour”. They better identified to terms like “Light” or “Light/Medium”.
Where do I begin?
While I don’t directly resonate with the term “people of colour”…I don’t consider myself NOT a Person of Colour. My mother, on the other hand, is a 1st generation immigrant, so I think her desire is to assimilate as much as possible into the “mainstream” culture.
Being a 2nd generation here, I am very aware that I am not the white consumer. There are even certain brands I avoid completely because I know they are not “yellow girl friendly” with their shade range.
Granted that’s not the most marketable term, but I would definitely appreciate a company that made efforts to speak to me as an Asian American consumer. There is a HUGE disparity when it comes to Asian Americans being marketed to as an affluent, educated consumer – and there’s also a HUGE need for it (both the product offering and in product education). There is nothing out there in the market that speaks to us and our needs as a consumer. (only whatever products trickle over here from Asian-only launches)
It’s frustrating, disheartening and discouraging to hear my fellow Asian Americans’ self perceptions. It’s like they don’t want to disturb the peace, in the hopes that assimilation is easier than dissension. While I don’t think racial injustices against Asians are as publicized and highlighted in the media…they DO happen and they DO exist. It’s frustrating that we are not recognized as a minority or as a demographic in this country.
But I wonder: does the problem start with us as a community? Maybe WE don’t perceive ourselves as a minority or a demographic?
The real question is: how do you identify yourself? Do you identify yourself as Asian American? Do you feel a common tie that binds you to this community? Without this sense of connection… United we stand, divided we fall.
I’m hopeful that we are making progress. I’m hopeful that one day, our whispers will one day combine to form a great big SHOUT…directly to the ears, eyes, minds and hearts of the masses.
GO U ASIANS!
SEOULDIVA
for divas with SEOUL
Being born in Korea, I grew up in Japan and the US, my mom told me to assimilate, white people told me to be Asian (I’m dating myself here). It’s all about socio-economic positioning/status, having lived in Korea and travelling in Asia for the last 9 years, “white” is beautiful and subconsciously associated with higher socio-economic status. And because many Asians do well in that stratosphere, they think they’re on the same level as “whites”. I love debating with these people because my comeback is always, take a good look in the mirror, when I look at you I don’t see no whitey, tell me what you see or perhaps I’m a dumb fuck that’s blind, usually shuts them up. But on a subconscious level it’s because of socio economic status which makes them think they’re on the same level and these idiots think they love us, when in reality they love our money. So sad how stupid people are (maybe not textbook wise, but they’re morons sociologically).
We’re so blended into the white standards/society and try so hard to look and be like them. I’m not surprised that we don’t get noticed as “People of Colour”. We’re just a shadow. We don’t speak up and differentiate ourselves. We need to embrace who we are and love what we have. Why do Asians get plastic surgery? Why do we copy from others? I just wish Asians in general would be individualistic and original. We have beautiful culture. Our history is longer than the Americans, clearly we have something to share. Slowly I see differences in our mentality but we should unite and change the way we all perceive each other. Okay, I’m done!
Thank you so much for your thoughts on this. Clearly the Asian Americans who don’t consider themselves to be “people of color” do not work in the entertainment industry, where we are reminded every time we walk in the door that we are not white. I am proud to be Asian American and to embrace all that it means. And I am grateful that this pride empowers me to creatively respond to the bigotry that many of us encounter on a daily basis.
Early in my career (I have been a working actor my entire adult life), another actor told me that he thought I might be able to play my dream role (“Guinevere” in CAMELOT) if it were in “theatre for the blind”. Attitudes like that have actually strengthened me to break down barriers wherever possible — and to celebrate the DNA that makes it possible.
Onward!
Though I am not Asian, I do agree with your past readers that main stream America has made it so much about image and socio-economics that every race has this same issue in some way or another. However your right, I haven’t seen markets address the Asian culture or needs. Nor have I seen the injustices against Asians addressed appropriately. But then again nothing in America gets addressed appropriately. We care more about nonsense than real everyday issues and matters. I hope progress comes sooner than later!