Vivienne Sabó, a popular makeup brand, is facing backlash for using the term “Françafrique” in one of its product lines. Many people are upset because the word has a dark historical meaning.
Despite the French – sounding name and the word “Paris” on its packaging, Vivienne Sabó is not a French brand. It is actually Russian. The company sells its products mostly in Russia and other countries.
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On its website, Vivienne Sabó says it is inspired by the French way of life – stylish, elegant, and artistic. But in an interview with Forbes, brand founder Natalya Rakoch admitted the French image was created for marketing. She explained that in the late 2000s, French luxury was very popular in Russia, but most people couldn’t afford it. So she decided to create a low – cost brand that looked French.
The real controversy began when the brand launched a line called “Françafrique”. Beauty bloggers advertised it, not realising what the name really meant.
“Françafrique” is not just a fancy French word. It refers to France’s influence over its former colonies in Africa after the colonial period ended. Even after these countries became independent, France kept strong control over their politics and resources. This led to corruption, poverty and military interventions. Many people in Africa still see “Françafrique” as a symbol of exploitation and injustice.
Critics say the use of this term for a makeup product is disrespectful. They are calling for the brand to change the name and take responsibility.
Background:
“Françafrique” was first used in the 1950s. It describes how France stayed involved in African countries after they became independent. France supported friendly governments, sent troops and made deals to access natural resources. Over time, many people came to see this as a form of neo – colonialism (new colonialism in a modern form).
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