In this op-ed, writer Alisha Acquaye explores how brands are profiting off the backlash against racist advertising and continuing to harm people of color.

Two distinct forms of racism have been perpetuated by beauty brands recently. The first involves racist language, references, and stereotypes that are ridiculously blatant and ignorant. The second offense centers around product ranges with a stunning lack of diversity. Both actions lead to well-deserved backlash from marginalized communities — particularly people of color.

The pattern of less blatant — but still problematic — racism has been repeatedly addressed, and occurs when brands neglect to cater to all complexions. With each new foundation and concealer launch, customers are keeping a close eye on shade ranges. Recently, many companies have been found lacking in this process, particularly when displaying swatches that seem to ignore dark skin tones. It leaves the impression that creating makeup for light skin is prioritized over accommodating medium and dark complexions. It perpetuates the idea that dark skin tones are abnormal, complicated and burdensome, thus difficult to understand and include.

Then, there's overtly racist language. Last fall, Tarte made a racially insensitive joke against Asian people on social media, using “ching chong” in a meme. The persistent use of the n-word by white influencers and brands has occurred time and time again, overlapping in the fashion industry as well. This week, digital entrepreneur and Buro 24/7 cofounder Miroslava Duma came under fire for posting an offensive card from Russian couture designer Ulyana Sergeenko. Both women received immediate backlash for condoning the racial slur and apologizing in a manner that many deemed disrespectful. And Italian brand Wycon Cosmetics became the latest offender when they named one of their gel nail polish shades “Thick as a n***a.” Identifying the color they assigned to that name is no guessing game.

Are they sincerely oblivious to their discriminatory and racist behavior, or is all of this a way of manipulating our emotions and psyche — to receive attention and possible profit from our pain?

Are these brands playing a huge prank on communities of color? Are they sincerely oblivious to their discriminatory and racist behavior, or is all of this a way of manipulating our emotions and psyche — to receive attention and possible profit from our pain? In a time when most beauty and fashion brands are coloring their social media and products with diversity — whether out of genuine desire to cater to everyone, capitalist necessity, or to avoid losing consumers — and social media is quick to call out major brands for insensitivity and negligence, it amazes me that some companies still make such careless mistakes.

Unsurprisingly, people were furious with Wycon’s tasteless branding, but this time, there was the additional annoyance of feeling purposefully played for profit. “In this age, triggering black Twitter is the new creative digital marketing. I just want y’all to know they are purposely exploiting our anger for press,” @thekayanova tweeted.

Effective marketing works several ways, but let’s focus on these two distinct emotional marketing tactics: happiness and anger. Ads can either pull at our heartstrings, making us feel happy, sentimental, empowered or recognized, or it can tap into the fiery pits of our soul, influencing us to feel enraged, disgusted or disturbed. The impact is the same for either method: The ad is successful if it can leave a memorable impression on us, an emotional response we can’t easily shake.

It is mentally and emotionally taxing when people of color have to repeatedly call out brands whenever they commit an offense against our identity, culture, and complexions.

What these racially problematic ads (and many others from last year and beyond) share is their ability to ignite an emotional response out of communities of color — especially on social media. It’s normal to get defensive when your identity or community is attacked, appropriated or degraded on a public platform. Nonetheless, it has become easier to arm ourselves against these careless blunders by taking to Twitter and Instagram. But could some brands be intentionally insulting us to rack up the traffic we give them by angrily resharing, retweeting, and commenting on their pages?