FEMINISM AND BEAUTY
Has Fouth Wave Feminism Influenced Cosmetic Branding?
Rationale
Why did I want to research this topic? To explore the continued success of the beauty industry and question whether or not it contradicts feminist values. As I am a consumer of cosmetic goods and want to understand what drives the market for these products as both a designer and a feminist. What impact will this have on my practical work? It will lead to research within the beauty industry, concentrating on the use of advertisement and branding to appeal to the consumer. It will give an greater understanding of this target demographic and what consumers are attracted to both visually and ideologically.
Contexts
My theoretical and practical research will be focusing on the historical, cultural, aesthetic and political contexts of feminism and the beauty industry.
Theoretical Approach
Questioning the beauty industry and cosmetic branding using different aspects of feminist theory.
Methods
SecondaryResearch Methods Theorising, semiotic analysis, textual analysis, content analysis, discourse analysis. Primary Research Methods Surveys, interviews, focus groups, observations.
Practical Outcomes
What do I plan to produce/develop? A graphic design response to discoveries made through research. The most appropriate response may be to re-brand a cosmetic company in line with feminist value.
Resources
What resources will I need to access? Academic Journals using Jstore and Google Scholar Textbooks Documentaries about feminism and the beauty industry as a collective as well as independently.
Summer Reading List
Subject Women, Ann Oakley The beauty myth: how Images of beauty are used against women. Naomi Wolf Fire with fire. Naomi Wolf. Feminism Without Women: Culture and criticism in Post feminist Age. Tania Modleski. The Whole Women. Germaine Greer The Routledge Companion to Feminism and Post feminism, Sarah Gamble. The Body. Monica Greco. Face Value: The Hidden Ways Beauty Shapes Womens Lives. Autumn Whitefield Madrano
Time Management May
Reading
Research
Theories Research
Triangulation
Ethics Approval Primary Research Gathering Data Theory Application Practical Production
Evaluations
June
July
August
September
October
November December
Project Brief Title Feminism and Beauty: Has Fourth Wave Feminism Influenced Cosmetic Branding Outline of the Brief Create a cosmetic brand in response to research into feminism, specifically fourth wave feminism. The outcome will be supported by primary and secondary research and the application of theories. The brand will be aimed at 16 - 24 year old women and question the contradictory nature of the beauty industry. Backgrounds The outcome will consider the contexts in which it will be place. It will be historical, culturally, aesthetically and politically appropriate and relevant to the chosen demographic. The outcome will specifically look at the impact fourth wave feminism has had on the beauty industry, stereotypes within branding for women and the social constructs around feminism and beauty. Deliverable Logo design Packaging design Print advertisements 6 x design boards documenting the process blogs Mandatory Requirements Branding for a chosen cosmetics brand finished to a high professional standard (including logo and packaging design.) Outcome must be supported and relevant to the associated piece of extended academic writing. Research References Oakley, A. (1986) Subject Women. London. Fontana Press. Wolf, N. (2015) The Beauty Myth. London. Vintage Books. Wolf, N. (1994) Fire with Fire. Toronto. Vintage. Modleski, T. (1991) Feminism Without Women: Culture and Criticism in a ‘Postfeminist’ Age. Routledge. Fraser, M and Greco, M. (2005) The Body. Routledge.