MAKEUP IN SOCIETY How can makeup be used by both genders to promote confidence? Video and social campaign :
https://makeupinsociety.wordpress.com
s5022740 | Jessica Wood
RESEARCH PROPOSAL There are many different studies and opinions presented on the matter of makeup judgements. I chose to focus on finding a design solution for my outcome that focussed on the positive elements. I took the negative elements from the research and tried to find a solution that could help to generate positivity around the topic.
My research has clearly shown that judgements are being made on choices concerning makeup use. Through my design solution, I hope to gather information to show everyone why each and every person should use makeup of their choosing confidently, with no judgements made towards them.
Action Research 2 | October 24, 2016
CONTEXTUAL RELEVANCE Makeup can bring a confidence to a person that they otherwise wouldn’t have, yet no one really seems to know if that is good or bad. Why do others care about the amount people choose to wear, if it has helped to boost their own confidence?
This is a key point, as everyone has their own reason and understanding of themselves for wearing makeup. It was an eye opener to see my research confirm that my feelings were those confirmed by so many others.
Some people feel inadequate, or naked without makeup. Those with certain skin conditions, often feel that others only see them for what is on their skin. Makeup helps them feel like they are more than simply what they look like on the outside. They’re using makeup so that they have confidence to be seen as themselves. (Ciupka ad campaign, 2014-2016)
It saddens me to see that so many pass judgement on others based on their makeup. There are many different sides to the discussion on makeup in today’s society. This is vital to understand, because it covers such a widely used range of products.
Action Research 2 | October 24, 2016
CONTRIBUTING THEORETICAL DISCOURSE Throughout this discovery process I looked at countless journals, surveys, essays, articles and academic sources. Many have influenced my research, with the most relevant touching on the different perspectives of makeup. Why is it that anyone would seem to care if another is wearing makeup and how can that type of stigma be changed? While judged with and without makeup the same women can be perceived on being in completely different social and work standings (Nash 2006). Highlighted in the “The Beauty Bias,” it goes over how it may be becoming a cultural norm for women to be seen as always needing makeup (Leibu 2010).
Makeup and beauty in the media industry can have a huge influence on women today. The confidence that makeup brings women was evident in a study done for Ann Marie Britton’s article. Britton discusses the relationship between makeup and self-esteem, and how the women perceived themselves as being healthier while wearing makeup. By enhancing and brightening natural features through makeup, it raised their everyday confidence significantly. One thing not being noticed as much is the ever growing amount of male beauty bloggers or makeup artists. While it may be hard for women with the judgements in makeup, it is way harder on males.
Action Research 2 | October 24, 2016
RESEARCH PRACTITIONERS I have chosen a wide variety of related exemplars to showcase again what is behind the many uses of makeup. Stefan Sagmeister advertises a great point with, Trying To Look Good Limits My Life (Fig 1). Many non-makeup users may simply not know, or forget how much work can go into the overall makeup process. In a meticulous and very unique piece of artwork, Ana Teresa Barboza, uses embroidery as a perfect example. The time and effort put into the work, mirrors what is often put into the application of makeup (Fig 2). This can also show the beauty and skill behind makeup and the different techniques used in the craft.
Greater awareness is needed to stop the judgements and stigma that is placed on those wearing makeup. Some people rely on coverage cosmetics simply so they can feel like themselves. In the Dermablend Ad campaigns, they focus on how important makeup can be to someone’s everyday life, and is a real confidence booster (Fig 3). Makeup covers everything from; acne, hyper pigmentation, scars, vitiligo, etc. No matter what age, occupation, gender, or reason for wearing the makeup, they all share one thing in common: they are confident with who they are when wearing it.
Action Research 2 | October 24, 2016
METHODOLOGIES I have been conducting my research by reading the various articles and surveys on makeup and gathering different perspectives on this topic. I have gained valuable insight from watching and comparing videos online which relate to the topic, such as; online reviewers, ad campaigns, instructional videos, etc. Being that we are in a predominantly digital age, my personal research will be conducted online, on pages related to the topic and using a target audience of makeup users.
My own survey was designed to gain additional and personal emotional feedback on this area of discussion. It collected data from over 100 makeup users, of all ages and genders. It delved into the feelings that users have about makeup, the confidence they feel, judgements they have felt, why they use it, and how they feel best with makeup. This survey was sent out to makeup users, online forums, and makeup communities.
Action Research 2 | October 24, 2016
METHODOLOGIES - SURVEYS Going through a lengthy survey process, it was an eye opener to see how people felt about it. When asking if people have felt judged for their makeup choices, there were yes answers for both wearing makeup, and not wearing makeup. The worst was seeing that almost every response in “other� was because they had felt judged for doing both. The positive responses on how makeup made the users feel, came out on top over the negatives for me. I then used their stories and words of inspiration given to me throughout the campaign.
63
People said they wear makeup everyday.
95
People said that makeup enhances their confidence. Almost 100% of people felt judged for either wearing makeup, not wearing makeup or both.
Action Research 2 | October 24, 2016
REFLECTIVE PROCESS The campaign has grown since the last presentation, to where creating an online platform is a distinct possibility. It is on the verge of becoming something much larger, a social media campaign to spread the positive attributes about the use of makeup. If managed correctly, it could do a lot of good around the world. During the research process, I asked if people would like to get involved. Over 50 people said they would love to take part in something of this nature. Personal, online engagement is what the end goal of this campaign is really all about, and that’s what I was getting just from the survey.
The Be Yourself Campaign tells stories through stop motion graphics, of each girl in the campaign. Every individual chose their own hashtag to go with the slogan hashtag of #BeYourself. It was important to have involvement from people who are both comfortable with and without makeup, and someone who wears makeup for special occasions, or for work. This was an important process, which clearly showed the wide range of emotions people expressed when asked about using makeup. Many different feelings and attitudes prevail on this sensitive topic. Happiness, Confidence, and an individual’s overall sense of self worth, are all enhanced with the power of Makeup.
Action Research 2 | October 24, 2016
BE YOURSELF - CAMPAIGN The Be Yourself Campaign is designed to help each individual feel like themselves, however that may be. Promoting that the best trend or look you can go for is when you’re most comfortable in your own skin. Makeup can help you to feel happier about yourself and bring you happiness in what you do. You can use makeup for so many things because it can bring you a different sense of confidence.
Use a little. Use a lot. However you want to be seen.. is the you that you should present. What does makeup mean to you and what brings you the confidence to be yourself? The posters will help to promote the online campaign with the hashtags, and encourage others to use their own hashtags of how they feel best. This will generate the online campaign to drive along side the campaign video to encompass the entire message.
Action Research 2 | October 24, 2016
Be seen as yourself, however that may be.
Be seen as yourself, however that may be.
Be seen as yourself, however that may be.
This campaign is designed to help each individual feel comfortable, while they feel their best. It’s about promoting that the best trend, or look you can go for is when you feel like yourself. What does that mean to you and what brings you the confidence to be yourself?
This campaign is designed to help each individual feel comfortable, while they feel their best. It’s about promoting that the best trend, or look you can go for is when you feel like yourself. What does that mean to you and what brings you the confidence to be yourself?
This campaign is designed to help each individual feel comfortable, while they feel their best. It’s about promoting that the best trend, or look you can go for is when you feel like yourself. What does that mean to you and what brings you the confidence to be yourself?
#BeSeenAsYourself #BeHappy
#BeSeenAsYourself #BeComfortable
#BeSeenAsYourself #BeUnique
#BeSeenAsYourself · #BeHappy
#BeSeenAsYourself · #BeComfortable
#BeSeenAsYourself · #BeUnique
Be seen as yourself, however that may be.
Be seen as yourself, however that may be.
Be seen as yourself, however that may be.
This campaign is designed to help each individual feel comfortable, while they feel their best. It’s about promoting that the best trend, or look you can go for is when you feel like yourself. What does that mean to you and what brings you the confidence to be yourself?
This campaign is designed to help each individual feel comfortable, while they feel their best. It’s about promoting that the best trend, or look you can go for is when you feel like yourself. What does that mean to you and what brings you the confidence to be yourself?
This campaign is designed to help each individual feel comfortable, while they feel their best. It’s about promoting that the best trend, or look you can go for is when you feel like yourself. What does that mean to you and what brings you the confidence to be yourself?
The ads and graphics are made to be adaptable. From posters, to street ads, Instagram posts, or the main video itself. They can be adjusted and reworked for the specific element.
The call to action is simple, it’s to encourage the viewer to simply visit, use or check out the hashtags. Then they can also share their own hashtag of how makeup makes them feel.
Action Research 2 | October 24, 2016
BE YOURSELF - VIDEO
Action Research 2 | October 24, 2016
CONCLUSION In conclusion, I stuck very closely to my initial concept of a stop motionvideo to go with a campaign, but at the same time it has changed quite a lot. The graphic elements that I added are the exact feel of the campaign and definitely help to add visual interest.
From articles in the news on Alicia Keys going to an awards show with no makeup on, to the first ever male Covergirl, James Charles, these current events are directly impacting my research. It is very reassuring to see the modern day relevance of my topic and my final campaign.
The research done has proven to be constantly updating. The research done on my contemporary and contextual exemplars were and still are very important to my whole design process. That being said, this topic is very relevant in social media right now and while it may not count as a significant source, it has been the most reassuring research I’ve seen.
Action Research 2 | October 24, 2016
MAKEUP IN SOCIETY THANK YOU #BeYourself
s5022740 | Jessica Wood