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Vengono scelte per la loro bellezza, per l’immagine di freschezza che la loro pelle comunica ma poi proprio l’immagine di quella pelle viene modificata, anzi, sbiancata. Questa volta è successo alla bellissima Freida Pinto, giunta al successo mondiale con il film The Millionaire, che ha raccontato tutto in un’intervista al Guardian.
Troppo chiara
L’attrice e modella indiana nel 2009 divenne testimonial per L’Oréal e per sette anni fu il viso della casa internazionale di bellezza. Nel 2011 ci fu però un piccolo incidente, dal quale Freida dichiara di avere tratto insegnamento: L’Oréal finì sotto accusa per aver «sbiancato» troppo l’attrice. Il gruppo industriale francese smentì ogni manipolazione ma l’attrice ha dichiarato: «Sono sicura che lo abbiano fatto, quello non era il mio colore».
Le clausole anti-sbiancamento
Da allora Freida ha imparato la lezione e, nei contratti con i marchi di bellezza, fa inserire delle clausole precise per non farsi manipolare il viso. La pratica dello sbiancamento dei visi dai tratti non perfettamente caucasici resta però attualissima, come testimonia lo spot pensato dallo sponsor Nissin, per la tennista numero uno del mondo Naomi Osaka, figlia di una giapponese e di un haitiano e neo vincitrice degli Australian Open. Nella campagna in versione cartone animato, la campionessa appare con i tratti somatici stravolti, in particolare il naso più piccolo, e con una pelle insolitamente chiara. Dopo la valanga di critiche lo spot è stato ritirato.
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I precedenti
Come racconta Il Corriere della Sera, i precedenti sono tanti e L’Oréal è recidiva: nel 2011 in Inghilterra l’Advertising Standard Authority bloccò due campagne che avevano per protagonista Julia Roberts e Christy Turlington (la supermodella statunitense, di padre statunitense e madre salvadoregna). Allora la multinazionale si giustificò parlando di correzioni post produzione. Nel 2017 toccò a Nivea con l’ex Miss Nigeria Omowunmi Akinnifesi e a Dove, che fece addirittura cambiare colore della pelle a una modella nera che usciva dalla vasca da bagno bianca (sui social si diffuse l’hashtag #boycottdove). La rivista francese Elle schiarì e smagrì Gabourey Sidibe, protagonista del film Precious, mentre Beyoncé fu sbiancata sempre dall’Oréal ma lo fece poi anche da sola in servizi fotografici promozionali dei suoi dischi.
I casi più eclatanti
Ma sono altri gli esempi di star dalla pelle scura che si sono adeguati all’imperante canone estetico dei visi pallidi: lo ha fatto la rapper Usa Lil’ Kim in una serie di selfie su Instagram, per i quali è stata aspramente criticata. Pare che lo faccia pure l’attrice J.Lo e l’ex campione dei Chicago Cubs Sammy Sosa, nato a Santo Domingo con sangue haitiano. In quest’arte fu maestro Michael Jackson, ma lui non agì solo sulle fotografie.
