Dressing up and decorating for Day of the Dead – or Día de los Muertos – is becoming increasingly popular throughout the United States. Some revelers dress in Day of the Dead costumes at Halloween; others wait to celebrate until the “official” timeframe: October 31, November 1 and November 2.
The holiday definitely is an opportunity for add-on sales. But with talk of cultural appropriation gaining steam in many communities, there are a few things to consider when merchandising and marketing Día de los Muertos items – especially when it comes to La Catrina, the hat-bedecked, well-dressed skeleton who has become the “face” of Día de los Muertos. “La Catrina is linked to the celebration of el Dia de los Muertos almost seamlessly through the decorated sugar skulls, face paint, and elegant dress,” according to information from The Grace Museum in Abilene, Texas.
“I've seen the sugar skull makeup trend blow up and fall in the line of appropriation, but I also love seeing people expressing their art and representing my culture,” makeup artist Valeria Leyva explained in an article about Day of the Dead makeup at popsugar.com. “Día de los Muertos is more than just painting your face with the shape of a sugar skull; we are honoring our loved ones that have left this earth. We see death as the beginning of another life, so there is a very fine line between appropriation and appreciation. It depends on the way you see it and also how people carry a tradition that's not originally theirs."
Because the holiday honors deceased loved ones, costumes and makeup should not take on a macabre look, according to Mexican-American beauty entrepreneur Regina Merson, founder of Reina Rebelde.
“One of the most offensive things is when people paint a Catrina and make the look intersect with something scary and bloody,” Merson said in the story at popsugar.com. “Instead, sugar skull makeup has a place when done with the right intentions, and with respect and understanding of its significance...you are channeling someone you loved, you are celebrating their life on earth and their soul's return visit from the afterlife. That feeling of love and respect should inform the makeup.”
Just something to consider as you plan your approach to Día de los Muertos this fall.