process manual
1
ear
self,
self,
dear
self,
self,
dear
self,
self,
dear
self,
self,
dear
self,
self,
dear
self,
self,
table of contents meet the team
4
our mission
6
background & research
12
brand development
22
graphic standard
28
business system
36
marketing & strategies
40
our budget
58
behind the scenes
60
design analysis
64
3
the team 4
rokaya shenasa
katelin hermone
Rokaya’s favorite way to practice selfcare is to take a walk outside.
To practice self-care, Katelin takes time each night before she goes to sleep by doing something for herself, like making a healthy meal.
ana petraglia Ana practices self-care by staying organized at home, like doing laundry or cleaning her room.
meet the team
5
mission 6
why self-care? Our team chose to create a campaign addressing the dark side of the self-care movement because it is an issue that is at the root of mental health. We not only wanted to expose companies for capitalizing upon such a trend, but we wanted to offer realistic solutions. Each of us personally feel that a self-care routine is an important aspect of our lives, but we wanted to stop spending our money on face masks and bath bombs. We decided that we needed to create this call-to-action campaign in order to make a change in how we, along with the rest of the generation, are “treating� ourselves.
our mission
7
word association In order to come up with our campaign title dear self, we brainstormed words associated with mental health and self-care. Words and phrases such as the ones to the right led us to our finalized name.
8
our mission
our goal The dear self, campaign is a hybrid of a call-to-action campaign and an informational campaign. We believe that neither one nor the other fit our mission as a campaign exclusively. As a team we decided that it was important to both provide information about the consumeristic nature of the current selfcare movement while also calling out our audience to change their habits and routines in order to effectively improve their mental health.
marketing & strategies
9
mission statement Our mission for dear self, is rooted in finding a healthy definition of self care. While everyone’s definition is personal, it should never become dependent on a commodity. There are too many companies that are just looking to capitalize on the trend, without having the well-being of others in mind. dear self, is a campaign that aims to reveal the flaws in society’s idea of self care and provide more sustainable habits for mental health and wellness.
Achieving self love should be attainable; capitalizing upon a universal need is only creating disparity between those who deserve self care and those who can afford it. This campaign will aim at the generation targeted by these companies. Not only will it provide better resources for self care help, but it will also give reliable solutions based off of research and personal experiences. With the help of dear self, self care is will be achievable with the long term in mind.
10
our mission
creative brief objective
audience
With our campaign, we are trying to give people the ability to practice self care without the pressures of buying products that will not effectively help their mental health long term. Not only will we reveal corrupt companies for their twisted intentions, but we will provide attainable solutions for struggles with self love. Mental health can’t be bought, and our campaign’s core objective is to reveal that it goes beyond contributing to consumerism.
Our target audience is predominantly females who are also being targeted by the companies and brands that capitalize on mental health. Therefore, our audience would be young women from ages 13-30 who are dealing with mental health issues and would like to know how to take care of themselves. Since our campaign is about not paying for self care products, they could be from any socioeconomic status. Brands that use “self care” as a buzzword only help to create temporary fixes to long term problems. We want to reach young women who are choosing to invest in long term solutions. They could be women who have previously given in to the capitalization of self care and realized that they were not feeling any better, or they could be women who simply want improve their mental health.
need Our need lies in providing an alternative to the consumerist habits used by beauty and apparel companies that are capitalizing on the self-care movement. Both social media influencers and beauty brands are taking advantage of the market for self care “cures.” Unfortunately, these tangible items are not a long term solution to the struggles of mental health. Instead of selling solutions for money, our campaign will market realistic practices and habits for a more successful journey of well-being.
message Mental health is not a commodity you can buy form the store; it is achievable through more sustainable habits of self-care.
our mission
11
& research
12
where does it begin? Self-care has become a popularized term used to describe taking care of oneself for the sake of mental health. Many brands have taken this word and run with it, using it as a buzzword to sell products as a way to de-stress and improve mental health. For a lot of people, self-care is synonymous with spending money, which is something we would like to combat by giving our audience other solutions. `
background & research
13
six word posters Each of our team members designed an 11” x 17” poster with a message portrayed by a six word sentence. The sentence was then designed into a poster without using any illustrative additions. It’s really not a big deal. - Katelin Hermone Hey towelhead, you are in America! - Rokaya Shenasa Weight your options, not your self. - Ana Petraglia
katelin hermone
14
background & research
weigh your
O OP P O PT T I TI O IO ON N NS S S not y our
S SE EL LF F rokaya shenasa
ana petraglia background & research
15
survey results based on a 33 online anonymous survey
how stressed are young adults on a scale of 1 - 10?
44%
12% 2%
16
background & research
12%
17% 10%
3%
anonymous quotes Q: What does self-care mean to you?
“self-care isn’t all face masks and essential oils, it’s radically and aggressively putting yourself and your emotional wellness above anything else”
“self-care is really about listening to the mind and body and making sure that they are aligned”
“It coincides with self love, so doing things that I love that will make me feel happy and safe.”
“self-care means putting your well-being and mental health above outside stresses. It all depends on the context and what your mind and body need in that moment.”
“taking time to make sure YOU are okay and taking care of both your physical and mental health.”
“talking with loved ones, exercising, journaling, and focused and grounded thinking”
background & research
17
case studies Our team researched companies that have created campaigns based on issues of appearance. Each case study reviews the origin of the campaign and analyzes the effect it had once implemented. We used our findings to base dear self, off of the elements that were successful and to avoid the risks associated with similar campaigns.
Look Different: Unlearning Identity Bias - Rokaya Shenasa Glossier: Body Hero - Katelin Hermone Dove: Real Beauty Campaign - Ana Petraglia
18
background & research
Look Different Unlearning Identitiy Bias
Purpose
Integration
Impact
Look Different is a campaign started in 2015 to help
With this campaign, MTV focused their efforts in the
The campaign gained a lot of traction, especially
reduce racial, gender, and anti-LGBT bias, especially
digital realm. They use vibrant, RGB colors that pop
because of the large platform that MTV has. The
among younger people. Look Different aims to open
and look great on screen. The website lookdifferent.
campaign received a lot of coverage from large
the dialogue, stating that “we all are a little biased�,
org, is the home base for the campaign, featuring
news sites like The New York Times, Washington
but there are ways to change and grow from that.
videos, blog posts, and other resources on different
Post, and NPR. The campaign documentary
The goal is to make people aware of their biases,
types of biases, why they are bad, and how one
White People was nominated for an Emmy in
understand why they can be harmful, and unlearn
can avoid them. The site also gives users an option
2015. In 2015 #LookDifferent trended globally on
them. Once people are aware of the biases they
to look at themselves and check their own biases
Twitter, reaching audiences outside of the US.
may have, it is easier to take the steps to be better.
they may have by taking a 5 minute quiz. The
The campaign has provided viewers with ways
campaign also includes short advertisements on
to change their biased behaviors and promote a
TV, social media posts, and even a documentary
safe environment for everyone.
about white privilege.
Sources: lookdifferent.org & shortyawards.com/1st-socialgood/mtvs-look-different
Rokaya Shenasa | DES 154
background & research
19
Sources: Glamour, Glossier, Maniac Magazine
BODY HERO Campaign by Glossier.
IMPACT
This campaignʼs objective was to to promote self love and body
The Body Hero campaign was widely successful for Glossier and
positivity. They showcased five different women who were all of
received many raving reviews on how it was exactly the kind of
different shapes and backgrounds completely naked. Rather
positivity and empowerment women were craving from the beauty
than looking coy or seductive, as one may imagine a nude
industry. Glossier used multiple platforms to reach a wide range of
photoshoot for women would entail, these women looked
audiences. While their main demographic would be women from
strong and confident. Each of the women were empowering
14-30, the Body Hero campaign was meant to speak to anyone and
Glossier is a beauty brand that was created by Emily Weiss in
individuals such as olympic athletes or WNBA stars.
it succeeded in that.
2014. Four eyes prior, Weiss gained traction in the beauty
The campaign, however, was still a marketing scheme for
They used signage on billboards (as seen above) which were bound
community with her blog Into the Gloss. She wanted to produce
Glossierʼs new products, the Daily Oil Wash and Daily Perfect-
to catch anyoneʼs eye.Then of course, they performed a series of
products that enhanced natural beauty, rather than caking
ing Cream. Showing these women who were all diverse and
posts on social media all promoting loving your body, therefore
makeup on that hides how individuals truly look. This was brand
different from one another, yet all having radiant skin was the
taking care of your body. They even gave out stickers with the same
that was all about empowerment and self-love. It achieved
perfect strategy to get consumers interested in caring for their
red rectangle reading “Body Hero” and encouraged their customers
instant fame as it was the type of beauty brand that was missing
bodies the same way they care for their faces. All while employ-
to stick it on their mirror and make their own version of the campaign
from the market.
ing the phrase: “Body Hero”, which implies no matter who you
having the sticker censor them and post it to social media. Having
Therefore, when Glossier launched their Body Hero campaign
are or how you look, you too can be a body hero.
something interactive like that was very impactful and got a lot of
in fall of 2017, everyone was talking about it. It was on brand
They wanted create something any individual could relate to
consumers excited about the campaign because they could be apart
with Glossierʼs empowerment and self positivity message, thus
and participate in. Glossier spread this campaign across
of it.
making it the perfect campaign for this new influential beauty
multiple platforms to reach a wide audience. They used social
Glossier is still using the same images taken in 2017 to promote this
brand.
media, print, and even web.
product, and it is still very successful.
BACKGROUND
20
OBJECTIVE
background & research
self esteem project background The Self Esteem Program is a campaign started by Dove in 2004 targeting girls ages 8-16. Giving girls the chance to enjoy a positive relationship with their body image is what Dove wants to accomplish as the next generation of young women grow up. Every compaign centers around the issue of low self esteem preventing girls from fulfilling their potential. According to Dove, 8 in 10 girls choose to miss out on important school, health, and social related activites due to insecurities about their looks. The Self Esteem Project campaigns continue to call attention to issues of female expectations from places of family, school, and media while advocating for girls to realize their potential.
strategies Within Dove’s Self Esteem Program, there are about ten different DSEP campaigns. This includes inspiring videos, conversations with leaders, and collaboratios with creators. Every campaign title sends a message of body positivity with self-confidence boosting phrases. Dove also has an impressive online hub located on the brand’s website, as well links to over 30 relevant articles, allowing viewers to choose from a long list of 27 topics ranging from father-daughter relationships to social media safety. The website provides resouces specifically for parents/mentors, teachers, and youth leaders. Access and positive reinforcement through education and visual campaigns are Dove’s biggest aids in their project for a higher self esteem.
impact Some of Dove’s most impactful campaigns within the DSEP have been those that directly involve educating children in school integrated programs. While education has been a successful stategy to leave a positive impact on their audience, Dove has not always had success with some of their visual campaign posters and commercials. It has been tricky for them to avoid racial and body discrimination controversy due to the company’s attempt to portray images of what “real beauty” looks like. Even though their intention lies within the desire to promote self-confidence in future generations, there is evidence that they have failed to represent every woman’s body type and skin qualities (texture, age, and color) equally.
sources Mitchell, Stuart. “Past Campaigns - Dove Self Esteem Project.” Ethical Marketing News, 26 Mar. 2017, ethicalmarketing news.com/past-campaigns-dove-self-esteem-project. “The Dove Self-Esteem Project: Our Mission in Action.” Dove US, www.dove.com/us/en/dove-self-esteem-project/our-mis sion/the-dove-self-esteem-project-our-mission-in-action.html.
Ana Petraglia | Des 154
background & research
21
development 22
marketing & strategies
how we got here: The dear self, brand grew out of hours spent pinning inspiration boards on Pinterest, creating a plethora of color combinations on Khroma, and constant reiterations of our logo and additional motifs. It was not long until our campaign photographs gave us the ultimate inspiration we needed to set the tone for the rest of our branding identity.
brand development
23
branding ideation
24
brand development
logo ideation
dear self, your mental health is not for sale
dear self,
dear self dear self
,,
your mental health is not for sale
,,
,,
,
, , dear self, dear self,
brand development
25
logo iterations problem to address: not enough emphasis on the “self� half of the name.
dear self, dear self, dear self, 26
brand development
brand refinement final solution: add outlines and take away color fill on the “dear” half of the name to emphasize the importance of the “self,”.
,,
,,
,,
flower motif was made out of the logo’s comma.
brand development
27
,,
standard
28
the logo The dear self, logo is simply the name of our campaign. We wanted our logo to be versatile so it could be fashioned into a pattern, stand alone, and layer on top of photos. While red is the color of our primary logo, it can be used in any of the brand colors. It is also okay to fill in the “dear” to create a pattern or if it compromises legibility.
1.5 in 7 in
The weight of the stroke in “dear” should be 2.4 pts if the type size is 123 pts. There should also be at least .25 inches of empty space around the logo.
graphic standard
29
correct logo uses The logo portrayed in acceptable forms of variation from the primary logo design.
30
graphic standard
incorrect logo uses The dear self, logo should not: be distorted in any direction, have more than one color, have too thin of a stroke weight, have too thick of a stroke weight, have only a stroke outline, or have an colored stroke outline in addition to a fill, in addition to anything else that deviates from the graphic standard.
graphic standard
31
typography
32
headings and logotype
sub headings and body text
matrix II OT bold
dual 300
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
graphic standard
color palette primary
secondary
red lip classic
millennial insecurity
glitter tears
mud mask
rose
#e63f37
#f8e4ec
#40af97
#174040
#e984a8
cmyk: 4, 89, 87, 0
cmyk: 1, 11, 1, 0
cmyk: 71, 7, 50, 0
cmyk: 87, 55, 62, 48
cmyk: 4, 89, 87, 0
graphic standard
33
slogans a self-care movement that won’t break the bank. don’t let capitalism hijack your mental health.
34
graphic standard
motifs emojis
,,
,,
,,
flower
graphic standard
35
,,
system
36
we mean business. Our business system stays true to brand, only utilizing our primary colors. Repetition of the logo is used on the inside of the envelope and on the reverse side of the business cards. Our aim was to keep the look professional but fun. The names on the business cards are creatively imitating the logo itself; we are truly committed to our branding.
business system
37
dearself.co
Dear David Miller, Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Elit duis tristique sollicitudin nibh. Sed blandit libero volutpat sed cras ornare arcu. Blandit volutpat mæcenas volutpat blandit aliquam etiam erat. Nunc sed augue lacus viverra vitæ congue. In egestas erat imperdiet sed euismod nisi porta lorem. Cursus risus at ultrices mi tempus imperdiet nulla. Eget aliquet nibh præsent tristique magna sit. Convallis a cras semper auctor neque vitæ. Aliquam sem et tortor consequat id porta nibh venenatis cras. Sit amet justo donec enim diam vulputate. Non blandit massa enim nec dui nunc mattis enim. Enim facilisis gravida neque convallis a cras semper auctor neque. A iaculis at erat pellentesque adipiscing commodo elit at imperdiet. Varius duis at consectetur lorem. Viverra mauris in aliquam sem. Feugiat nisl pretium fusce id velit. Cursus eget nunc scelerisque viverra mauris in aliquam sem. Mi ipsum faucibus vitæ aliquet. Tellus mauris a diam mæcenas sed enim ut sem viverra. Suspendisse interdum consectetur libero id faucibus nisl tincidunt eget nullam. Id interdum velit laoreet id donec ultrices tincidunt arcu. Sit amet dictum sit amet justo donec enim diam vulputate. Sed felis eget velit aliquet. At augue eget arcu dictum varius duis at. Tincidunt dui ut ornare lectus. Et tortor consequat id porta nibh venenatis cras. Amet venenatis urna cursus eget nunc. In fermentum posuere urna nec tincidunt præsent. Facilisis sed odio morbi quis commodo odio ænean sed adipiscing. Ultricies mi quis hendrerit dolor magna eget. Est sit amet facilisis magna etiam tempor. At risus viverra adipiscing at in tellus integer feugiat scelerisque. Etiam erat velit scelerisque in dictum. Potenti nullam ac tortor vitæ purus faucibus ornare.
shenasa
408•824•8384 rokaya@dearself.co
dearself.co
dearself.co
Adipiscing at in tellus integer feugiat scelerisque varius morbi enim. Neque vitæ tempus quam pellentesque nec nam aliquam sem et. Aliquam etiam erat velit scelerisque. Quisque sagittis purus sit amet. Sed arcu non odio euismod lacinia at quis risus sed. Eleifend mi in nulla posuere Rokaya Shenasa
hermone
375 California Ave Davis, CA 95616
408•824•8384 katelin@dearself.co
dearself.co
letterhead
38
business system
408•824•8384
business cards
petraglia
408•824•8384 ana@dearself.co
375 California Ave Davis, CA 95616 dearself.co
David Miller 1402 Meridian Ave San Jose CA 95118
envelope, front and inside dielines business system
39
& strategies
40
campaign pieces Our campaign is heavily based on the belief that self-care should not have a price tag; therefore, the majority of our pieces are open access on the dear self, website: dearself.co. Even though we printed and produced several deliverables for our campaign, we made it a priority to have everything available to download as printable pdf files on the website. We want everyone to be able to personalize and customize their new and improved self-care routines. The complete list of dear self, marketing strategies and campaign deliverables: available on the website: - diary - monthly zine publication - self-care recipe cards - stickers - spotify playlist - mental health resources
other: - posters for print and advertisement - snapchat filter - instagram account - informational brochure - editorial spread - tshirts - tote bags
marketing & strategies
41
dearself.co The dear self, website was created using Squarespace and is our central hub for self-care tips and resources. You can find an abrieviated version of the editorial as well as links to all of our downloadable deliverables.
42
marketing & strategies
website landing page
editorial spreads Getting through to our audiences about the importance of mental health is a significant part of our campaign. Together we wrote an editorial explaining the history of self-care, how companies are capitalizing upon the self-care trend, and lastly solutions to finding an individualistic self-care routine that will positively affect one’s mental health long term. The three magazines we chose to feature our editorial target our audience described in the campaign’s creative brief. Each publication we chose had a health and wellness or mental health category that we felt fit the message of our editoral. Vice - by Katelin Hermone Teen Vogue - by Ana Petraglia Women’s Health - by Rokaya Shenasa
katelin hermone
A SELF-CARE MOVEMENT THAT WON’T BREAK THE BANK Often times, when the phrase self-care is mentioned, your mind immediately goes to specific imagery, maybe a face-mask, hot bath, or a glass of wine. Perhaps these acts of self-care help for a moment, but the feeling is fleeting. In today’s age of consumerism, trying to differentiate what is true versus what brands want us to believe can be difficult. Brands have started selling so much more than just specific products, but rather, a specific lifestyle, an attractive lifestyle which looks great on Instagram. The problem with this is that these “lifestyles” sold by brands tend to be very surface level, rather than having a deep and lasting effect.
BY KATELIN HERMONE, ANA PETRAGLIA, & ROKAYA SHENASA
Photo Copyright: dear self, Model: Emilia Tongson Photography: Katelin Hermone Styling: Rokaya Shenasa Lighting Design: Ana Petraglia
VICE
44
marketing & strategies
The term self-care has been exploited to be something it is not. Self-care can be defined as the act of deliberately taking actions to take care of emotional, mental, and physical health. It can be something as simple as cleaning your room, or more of a long lasting commitment, like going to the gym 4 times a week. Buying products as an act of self-care is not only a temporary fix, but can end up being destructive, and can result in a snowballing effect.
Although it may seem that the term self-care is a new, trendy phrase, the idea has been around for decades. It originally started purely as a medical term, in which patients could heal themselves under the guidance of a professional. It then became a term for individuals with high-stress jobs to find outlets to destress, such as taking the time for some leisurely reading. Eventually, self-care became a political act, rising to popularity during the feminist and civil rights movements in the 50s and 60s. During these movements marginalized people resorted to treating themselves, as a way to take control of their bodies, since their needs were not
being met by the medical professionals. During this time, Audre Lorde famously states,
“CARING FOR MYSELF IS NOT SELF-INDULGENCE, IT IS SELF-PRESERVATION, AND THAT IS AN ACT OF POLITICAL WARFARE,”
Lorde’s quote has been repeated many times, and perfectly describes what self-care should be all about. It is not about buying a lavender-scented, millennial-pink-packaged, candle. Self-care means to take the time for yourself to reduce stress and improve your overall quality of life. Self-care is realizing what is needed for you, rather than focusing on other people or things. With the rise of social media platforms like Instagram, the term self-care has become extremely popularized, especially in a photogenic and aesthetically pleasing way. There was a significant spike in the term “self-care”, after the 2016 elections, which can tie back to the need for self care in the feminist and civil rights movement. In addition, we live in an increasingly “treat yourself,” culture, which glamorizes consumerism even more. What once was about radical self-preservation and political action, is now the act of short-lived fixes, backed by brands who know exactly how to target consumers and convince them that a bathbomb and face mask will fix all their problems.
WHAT’S THE ISSUE?
The problem is, however, there is dark side to the self care movement that is difficult but important to acknowledge. Just like with any other pop culture trend, brands and businesses have popped up and hopped onto
Model: Mika Ware
the bandwagon of catering to the demands of the times. While everyone’s definition of self care is different and personal, it should never become dependent on a commodity. Unfortunately, advertising campaigns recognize that society is a materialistic driven culture, and they have gone so far as to commodify this intangible feeling of self love through their products that supposedly guarantee the improvement of one’s mental health. What’s more is that the industry for self-care is not only commercialized, but it is divided and dominated by class and race. Achieving self love should be attainable; capitalizing upon a universal need is only creating disparity between those who deserve self care and those who can afford it—a disparity that should not be there in the first place.
The authority of social medias is one of the most influential platforms of this generation. Applications such as Instagram and Twitter are ripe which accounts that are constantly barraging their followers with self-proclaimed mental health tips and tricks. Many of these posts include slides of beauty product bullet lists along with matching aesthetic photographs most likely pulled from Tumblr. Because of this generation’s obsession with aesthetics, it is too easy to think that a product will make you feel better. Of course, buying the new Glossier lip gloss or indulging in a Lush bath bomb allow for important moments of joy and/or relaxation, but you can’t stay in the bath tub forever. How do we even know if the users behind these self-help accounts are credible themselves? There is no measurable unit for self love; no amount of likes and followers can amount to what it takes to achieve mental health. VICE
Model: Olivia Kotlarek
Model: Emilia Tongson
Relative to the issues that the internet brings to the commercialization of self care, another hidden issue with the social media savvy fad is that is that #selfcare has become an excuse to forgo responsibilities for something as trivial as a face mask. It’s easy to justify buying a box of donuts and consuming the entire pack when there is a whole movement backing you up. The self care hashtag has become a scapegoat for unhealthy habits that people justify as “treating” themselves. What’s worse is the beauty and wellness industry is capitalizing on this desire to self indulge. They recognize that people are willing to spend money on material items believing it will improve their mental health.
that are beneficial to everybody, she is consequently garnering a culture of white well-being enthusiasts willing to believe that buying her suspicious looking concoctions and attending detox yoga will make them happier. Encouraging self-care should not be isolating those who can afford questionable beauty and lifestyle brands from those who can’t. And unfortunately, she is not the only business guilty of doing so.
Take FabFitFun, for instance. They are a business that with a subscription, will send you a cute floral decorated seasonal package four times a year filled with all the latest beauty essentials—bath bombs, facial oils, eyeshadow palettes, and other fashion and fitness goodies. Delivered right to your door and with a value of $200 when you pay only $50! Don’t forget the added bonus of posting the aesthetic packaging onto Instagram to show everyone that you are savvy with the trends, regardless of whether you like the any of the random items that are included inside. This is along the same lines of video bloggers and beauty gurus using their social media platforms to advertise personal merchandise and various other items that will reap them free benefits but depend on their viewers and watchers spending their money.
HOW TO ACTUALLY PRACTICE SELF-CARE:
“IT’S EASY TO GET CAUGHT UP IN THE PROMISES OF A PRODUCT” YouTube beauty blogger Zoella has over 12 million subscribers, many of which value her weekly advice on not just fashion and lifestyle tips, but also her seemingly honest connection with her viewers because of her willingness to share her own struggles with mental health. However, it’s easy for videos like hers to turn into promotional content when at the end of the video she provides the links to a line of stationary or a discount code to a meditation app, which ultimately confuses the video for a commercial rather than real self care content. Another danger of consumer culture is believing in the validity behind every brand. It’s easy to get caught up in the promises of a product and be ignorant to the fact that the it will never do anything to actually improve your well being. Gwyneth Paltrow’s $250 million company Goop has curated a lifestyle in which she believes offers unconventional ways to get back in touch with feeling good. While she thinks she is selling products
33
VICE
Instead of falling prey to the social media vampires on YouTube and Instagram or the white washed beauty brands that promise to face scrub your problems away, we must like and subscribe to healthier, more sustainable, and better organized methods of self care.
You may be wondering, “If self-care is just a way to get consumers with mental health issues to buy things, then how can I help myself?” Luckily, there are ways to improve your well being without contributing to companies that are only looking to make a profit. Self-care is achievable and when done correctly it can be extremely beneficial to an individual’s mentality.
EACH PERSON IS UNIQUE, THEREFORE SELF-CARE SHOULD BE A UNIQUE EXPERIENCE CATERED TO THE INDIVIDUAL.
People get caught up in the stresses of their lives, that it is easy to forget about the positive aspects that they are grateful for. Thus, taking a moment out each day to write about your gratitudes, can improve your mental state and allow you to take notice of the moments in life that make you happy. Another example of things to journal about would be your hopes and wishes for the future. As you continue to visualize, you will continue to grow and gain ideas on how to achieve those goals. Having clear goals for yourself can lead to hopefulness for the future, which can improve your mood if you have something to look forward to. This also goes along with the idea of organization, which is a great self-care practice as well.
really can correlate to a healthier mindset. Exercise releases endorphins which act as a neurotransmitters to the brain that aid you to feel better. Your mood is actually determined a lot by what is going on in your body. Thus, when you are taking care of yourself through exercise and a healthy diet everything falls into place mentally as well. Going for a run is also a great way to clear your head. If there are times where it feels like your mind is going a mile a minute and it gets overwhelming, exercise is a great solution for that. It helps you stay focused and energized on the good things in life.
“AVOIDING YOUR ISSUES WILL NOT MAKE THEM GO AWAY”
For some it may be staying productive and organized, for others it could be taking a step back and focusing inward to really reflect on their frame of mind. “Self” is in the name, therefore it should really be a special practice that allows the individual to find their best mind set. No two minds are alike, thus there are many ways to participate in self-care. Putting aside the face masks and bath bombs that are only temporary fixes to much larger issues, it is important to really get to know yourself in order to start taking care of yourself. Keeping a diary, taking time to meditate, exercising, taking a quiet walk, and listening to uplifting music are all ways to listen to yourself and figure out your needs as an individual. Starting with a diary. A great way to start or end your day is by reflecting on your mood and mental state. Writing about things you are grateful for and why is great strategy to keep a positive outlook. It lets the individual focus on aspects of their life that are beneficial, since it is very easy to only look at the negatives.
Models: Emilia Tongson Mika Ware
If you are feeling overwhelmed and as though responsibilities are piling up, it easy to just let that stress overpower you. Beauty brands will encourage you to avoid those responsibilities and do a face mask because “you’re worth it”, but avoiding your issues will not make them go away. Remaining organized and on top of your tasks is very beneficial to mental health. It is a way to get ahead of the stress that will only exacerbate everything. Keeping a planner or a schedule is a simple solution to staying on task and avoiding getting overwhelmed. Something that may keep you motivated to stay on task would be rewards. For example, you may really want to watch a new YouTube video, but you have an essay to write. Tell yourself that you’ll be able to watch it and relax, once the essay is done. It gives you good incentive to stay productive.
Lastly, it’s important to mention other small steps that can be taken to achieve a healthy frame of mind. Meditating is a beneficial way to clear your mind and relax your thoughts. While meditating you could do visualization techniques such as thinking to the future and where you will be or even picturing a safe space where you feel most calm and at home. Taking a breather from life’s twists and turns is always helpful as well. You could take a nice quiet walk while listening to music that helps your mood. Observing nature and the beauty around you is a great way to practice gratitude. The final tip is one that many people have heard before, breathing. This can be done anywhere at anytime. Whenever you start to feel worked up, focus on your breath. Inhale and exhale at least three big breaths or until you feel calmed down. Make sure to breathe from your diaphragm, as breathing from the chest may cause more anxiety. Deep breaths are the simplest form of self-care, but it really does work.
Healthy habits such as eating right and exercising are also great ways to be the best you can be mentally. When your body is functioning in a healthy way it
If you would like to hear more about how partake in real self-care practices be sure to check out the website and social medias listed here: dearself.co + Instagram: @dearself_ VICE
35
take care of emotional, mental, and physical health. It can be
quote has been repeated many times, and perfectly describes what
excuse to forgo responsibilities for something as trivial as a face
something as simple as cleaning your room, or more of a long lasting
self-care should be all about. It is not about buying a lavender
mask. It’s easy to justify buying a box of donuts and consuming
commitment, like going to the gym 4 times a week. Buying products
scented, millennial-pink-packaged, candle. Self-care means to take
the entire pack when there is a whole movement backing you
as an act of self-care is not only a temporary fix, but can end up being
the time for yourself to reduce stress and improve your overall
up. The self care hype has become a scapegoat for unhealthy
destructive, and can result in a snowballing effect.
quality of life. Self-care is realizing what is needed for you, rather
habits that people justify as “treating” themselves. What’s
ana petraglia
>
models Emilia and Mika (left to right) indulging in a common self care practice of sweets consumpition while wearing comfy loungewear
worse is the beauty and wellness industry is capitalizing on this
than focusing on other people or things. With the rise of social media platforms like Instagram, the term
desire to self indulge. They recognize that people are willing to
self-care has become extremely popularized, especially in a
spend money on material items believing it will improve their
photogenic and aesthetically pleasing way. There was a significant
mental health. Take FabFitFun, for instance. They are a business
spike in the term “self-care”, after the 2016 elections, which can tie
that with a subscription, will send you a cute floral decorated
back to the need for self care in the feminist and civil rights
seasonal package four times a year filled with all the latest beauty
movement. In addition, we live in an increasingly “treat yourself,”
essentials—bath bombs, facial oils, eyeshadow palettes, and other
culture, which glamorizes consumerism even more. What once
fashion and fitness goods. Delivered right to your door and with a
was about radical self-preservation and political action, is now the
value of $200 when you pay only $50! Don’t forget the added
act of short-lived fixes, backed by brands who know exactly how to
bonus of posting the aesthetic packaging onto Instagram to show
target consumers and convince them that a bathbomb and face
everyone that you are savvy with the trends, regardless of whether
mask will fix all their problems.
you like the any of the random items that are included inside. This is along the same lines of video bloggers and beauty gurus using
SelfCare Care Capitalism Self Capitalism
T
their social media platforms to advertise personal merchandise
he problem is, however, there is dark side to the self
and various other items that will reap them free benefits but
care movement that is difficult but important to
depend on their viewers and watchers spending their money.
stationary or a discount code to a meditation app, which
social media vampires on YouTube and Instagram or the white
ultimately confuses the video for a commercial rather than real
washed beauty brands that promise to face scrub your problems
Putting aside the face masks and bath bombs that are only
self care content.
away, we must like and subscribe to healthier, more sustainable,
temporary fixes to much larger issues, it is important to really get
and better organized methods of self care.
to know yourself in order to start taking care of yourself. Keeping
Another danger of consumer culture is believing in the validity behind every brand. It’s easy to get caught up in the promises of a product and be ignorant to the fact that the it will never do anything to actually improve your well being. Gwyneth Paltrow’s $250 million company Goop has curated a lifestyle in which she believes offers unconventional ways to get back in touch with feeling good. While she thinks she is selling products that are
times. While everyone’s definition of self care is different and personal, it should never become dependent on a commodity. Unfortunately, advertising campaigns recognize that society is a materialistic driven culture, and they have gone so far as to commodify
A Self-Care Movement That Won’t Break the Bank by Katelin Hermone, Ana Petraglia, and Rokaya Shenasa
O
O
Zoella has over 12 million subscribers, many of
disparity between those who deserve self care and those who can
which
afford it—a disparity that should not be there in the first place.
weekly advice on not
The authority of social medias is one of the most influential
just
value fashion
individual focus on aspects of their life that are beneficial, since it is very easy to only look at the negatives. People get caught up in
suspicious looking concoctions and attending detox yoga will
extremely beneficial to an individual’s mentality.
the stresses of their lives, and it’s easy to forget about the positive
make them happier. Encouraging self care should not be isolating
Each person is unique, therefore self-care should be a unique
aspects that they are grateful for. Thus, taking a moment out of
those who can afford questionable beauty and lifestyle
experience catered to the individual. For some it may be staying
each day to write about your gratitudes can improve your mental
And
productive and organized, for others it could be taking a step back
state and allow you to take notice of the moments in life that make
unfortunately, she is not the only
and focusing inward to really reflect on their frame of mind. “Self”
you happy.
brands
and Twitter are ripe which accounts that are constantly
seemingly
barraging their followers with self-proclaimed mental health
connection with her viewers
tips and tricks. Many of these posts include slides of beauty
because of her willingness to
Although it may seem that the term self-care is a new, trendy
product bullet lists along with matching aesthetic photographs
share her own struggles
your mind immediately goes to specific imagery,
phrase, the idea has been around for decades. It originally started
most likely pulled from Tumblr. Because of this generation’s
with
maybe a face-mask, hot bath, or a glass of wine.
purely as a medical term, in which patients could heal themselves
obsession with aesthetics, it is too easy to think that a product
However, it’s easy for
Perhaps these acts of self-care help for a moment,
under the guidance of a professional. It then became a term for
will make you feel better. Of course, buying the new Glossier lip
videos like hers to turn
but the feeling is fleeting. In today’s age of consumerism, trying to
individuals with high-stress jobs to find outlets to destress, such as
gloss or indulging in a Lush bath bomb allow for important
into
differentiate what is true versus what brands want us to believe can
taking the time for some leisurely reading. Eventually, self-care
moments of joy and/or relaxation, but you can’t stay in the
content when at the end
be difficult. Brands have started selling so much more than just
became a political act, rising to popularity during the feminist and
bath tub forever. How do we even know if the users behind these
of
specific products, but rather, a specific lifestyle, an attractive
civil rights movements in the 50s and 60s. During these
self-help
provides the links
lifestyle which looks great on Instagram. The problem with this is
movements marginalized people resorted to treating themselves, as
measurable unit for self love; no number of likes and followers
that these “lifestyles” sold by brands tend to be very surface level,
a way to take control of their bodies, since their needs were not
can amount to what it takes to achieve mental health.
rather than having a deep and lasting effect.
being met by the medical professionals. During this time, Audre
Relative to the issues that the internet brings to the
The term self-care has been exploited to be some thing it is not.
Lorde famously states, “Caring for myself is not self-indulgence, it
commercialization of self care, another hidden issue with the
Self-care can be defined as the act of deliberately taking actions to
is self-preservation, and that is an act of political warfare,”. Lorde’s
social media savvy fad is that is that #selfcare has become an
take care of emotional, mental, and physical health. It can be
quote has been repeated many times, and perfectly describes what
excuse to forgo responsibilities for something as trivial as a face
something as simple as cleaning your room, or more of a long lasting
self-care should be all about. It is not about buying a lavender
mask. It’s easy to justify buying a box of donuts and consuming
commitment, like going to the gym 4 times a week. Buying products
scented, millennial-pink-packaged, candle. Self-care means to take
the entire pack when there is a whole movement backing you
as an act of self-care is not only a temporary fix, but can end up being
the time for yourself to reduce stress and improve your overall
up. The self care hype has become a scapegoat for unhealthy
destructive, and can result in a snowballing effect.
quality of life. Self-care is realizing what is needed for you, rather
habits that people justify as “treating” themselves. What’s
accounts are
credible
themselves?
There
is
no
to
mental
health.
social media vampires on YouTube and Instagram or the white
ultimately confuses the video for a commercial rather than real
washed beauty brands that promise to face scrub your problems
Putting aside the face masks and bath bombs that are only
self care content.
away, we must like and subscribe to healthier, more sustainable,
temporary fixes to much larger issues, it is important to really get
and better organized methods of self care.
to know yourself in order to start taking care of yourself. Keeping
Another danger of consumer culture is believing in the validity behind every brand. It’s easy to get caught up in the promises of
a self-care movement that won’t break the bank
the a
video line
she
of
However, it’s easy for videos like hers to turn
was about radical self-preservation and political
and face will fixyour all their problems. are ways to mask improve well being without
beneficial to everybody, she is consequently garnering a culture of
contributing to
white well-being enthusiasts willing to believe that buying her
profit. Self-care is achievable and when done correctly it can be
companies that are only looking to make a
What’s the Issue? extremely beneficial to an individual’s mentality.
The problem is, however, there is dark
brings the commercialization of self palettes, It andlets otherthe fashion and fitness goodies. why istogreat strategy to keep a care, positive outlook. another hidden with the social media right to your individual focusissue on aspects of their life that areDelivered beneficial, since it door and with a value of $200 when you pay only $50! Don’t forget the
stationary or a discount code to a meditation
added bonus of posting the aesthetic packaging
app, which ultimately confuses the video for a
as trivial as a face mask. It’s easy to justify
onto Instagram to show everyone that you are
commercial rather than real self care content.
buying a box of donuts and consuming the
savvy with the trends, regardless of whether
entire pack when there is a whole movement
you like the any of the random items that are
the stresses of their lives, and it’s easy to forget about the positive aspects that they are grateful for. Thus, taking a moment out of
those who can afford questionable beauty and lifestyle
experience catered to the individual. For some it may be staying
each day to write about your gratitudes can improve your mental
productive and organized, for pop others it could taking a step back any other culture trend,be brands and
state andyou allow you self to take the moments in lifeinside. that make backing up. The care notice hashtagof has included This is along the same lines
side to the self care movement that is difficult but important to acknowledge. Just like with
Katelin Hermone, Ana Petraglia, unfortunately, she isBynot the only and focusing inward businesses to really reflect on their frame of mind. “Self” have popped up and hopped onto the
you happy. become a scapegoat for unhealthy habits that
people justify as “treating” themselves. What’s
social media platforms to advertise personal
will never do anything to actually improve your
worse is the beauty and wellness industry is
merchandise and various other items that will
well being. Gwyneth Paltrow’s $250 million
different and personal, it should never become
capitalizing on this desire to self indulge. They
reap them free benefits but depend on their
company Goop has curated a lifestyle in which
dependent on a commodity. Unfortunately,
recognize that people are willing to spend
viewers and watchers spending their money.
she believes offers unconventional ways to
allows the individual times. to find theireveryone’s best mind set. Nooftwo While definition self minds care is are
as taking the time for some leisurely reading.
advertising campaigns recognize that society is a
money on material items believing it will
Eventually, self-care became a political act,
materialistic driven culture, and they have gone
improve their mental health.
rising to popularity during the feminist and
so far as to commodify this intangible feeling of
civil rights movements in the 50s and 60s.
self love through their products that supposedly
During these movements marginalized people
guarantee the improvement of one’s mental
resorted to treating themselves, as a way to take
health. What’s more is that the industry for self
control of their bodies, since their needs were
care is not only commercialized, but it is divided
is mentioned, your mind immediately goes
not being met by the medical professionals.
and dominated by class and race. Achieving
to specific imagery, maybe a face-mask, hot
During this time, Audre Lorde famously states,
self love should be attainable; capitalizing
bath, or a glass of wine. Perhaps these acts of
“Caring for myself is not self-indulgence, it is
upon a universal need is only creating disparity
self-care help for a moment, but the feeling is
self-preservation, and that is an act of political
between those who deserve self care and those
fleeting. In today’s age of consumerism, trying
warfare,”. Lorde’s quote has been repeated
who can afford it—a disparity that should not be
are piling up, it easy to just let that stress overpower you. Beauty
to differentiate what is true versus what brands
many times, and perfectly describes what self-
there in the first place.
want us to believe can be difficult. Brands
care should be all about. It is not about buying
brands will encourage you to avoid those responsibilities and do
have started selling so much more than just
a lavender-scented, millennial-pink-packaged,
most influential platforms of this generation.
specific products, but rather, a specific lifestyle,
candle. Self-care means to take the time for
Applications such as Instagram and Twitter
an attractive lifestyle which looks great on
yourself to reduce stress and improve your
are ripe which accounts that are constantly
Instagram. The problem with this is that these
overall quality of life. Self-care is realizing what
barraging their followers with self-proclaimed
“lifestyles” sold by brands tend to be very
is needed for you, rather than focusing on other
mental health tips and tricks. Many of these
surface level, rather than having a deep and
people or things.
posts include slides of beauty product bullet
The authority of social medias is one of the
lists along with matching aesthetic photographs
Take FabFitFun, for instance. They are
YouTube beauty blogger Zoella has over
thinks she is selling products that are beneficial
weekly advice on not just fashion and lifestyle
to everybody, she is consequently garnering a
Another example of things to journal about would be your hopes
Having clear goals for yourself can lead to hopefulness for the future, to. This also goes along with the idea of organization, which is a great self-care practice as well. If you are feeling overwhelmed and as though responsibilities
a face mask because “you’re worth it”, but avoiding your issues will not make them go away. Remaining organized and on top of your tasks is very beneficial to mental health. It is a way to get ahead of the stress that will only exacerbate everything. Keeping a planner or a schedule is a simple solution to staying on task and avoiding getting overwhelmed. Something that may keep you motivated to stay on task would be rewards. For example, you may really want to watch a new YouTube video,
generation’s obsession with aesthetics, it is too
but you have an essay to write. Tell yourself that you’ll be able to
as the act of deliberately taking actions to take
a photogenic and aesthetically pleasing way.
easy to think that a product will make you feel
watch it and relax, once the essay is done. It gives you good
care of emotional, mental, and physical health.
There was a significant spike in the term “self-
better. Of course, buying the new Glossier lip
incentive to stay productive.
It can be something as simple as cleaning your
care”, after the 2016 elections, which can tie
gloss or indulging in a Lush bath bomb allow for
room, or more of a long lasting commitment,
back to the need for self care in the feminist and
important moments of joy and/or relaxation,
like going to the gym 4 times a week. Buying
civil rights movement. In addition, we live in
but you can’t stay in the bath tub forever. How
products as an act of self-care is not only a
an increasingly “treat yourself,” culture, which
do we even know if the users behind these self-
temporary fix, but can end up being destructive,
glamorizes consumerism even more. What once
help accounts are credible themselves? There is
“
Healthy habits such as eating right and exercising are also great ways to be the best you can be mentally. When your body is functioning in a healthy way it really can correlate to a mindset. Exercise
healthier
releases endorphins which act as a
neurotransmitters to the brain that aid you to feel better. Your mood is actually determined a lot by what is going on in your body. Thus, when you are taking care of yourself through exercise and a healthy diet everything falls into place mentally as well. Going for
around for decades. It originally started purely
it feels like your mind in going a mile a minute and it gets
safe space where you feel most calm and at home. Taking a breather from life’s twists and turns is always helpful as well. You could take a nice quiet walk while listening to music that helps your mood. Observing nature and the beauty around you is a great way to practice gratitude. The final tip is one that many people have heard before, breathing. This can be done anywhere at anytime. Whenever you start to feel worked up, focus on your breath. Inhale and exhale at least three big breaths or until you feel calmed down. Make sure to breathe from your diaphragm, as breathing from the chest may cause more anxiety. Deep breaths are the simplest form of self-care, but it really does work. If you would like to hear more about how to partake in real
Thus, when you are taking care of yourself through exercise and
self-care practices be sure to check out the website and Instagram
a healthy diet everything falls into place mentally as well. Going for
www.dearself.com & @dearself_
listed here:
”
for. Thus, taking a moment out each day to write about your gratitudes, can improve your
though responsibilities are piling up, it easy
example, you may really want to watch a new
mental state and allow you to take notice of the
to just let that stress overpower you. Beauty
YouTube video, but you have an essay to write.
them happier. Encouraging self care should not
moments in life that make you happy. Another
brands will encourage you to avoid those
Tell yourself that you’ll be able to watch it and
be isolating those who can afford questionable
example of things to journal about would be your
responsibilities and do a face mask because
relax, once the essay is done. It gives you good
beauty and lifestyle brands from those who
hopes and wishes for the future. As you continue
“you’re worth it”, but avoiding your issues will
incentive to stay productive.
can’t. And unfortunately, she is not the only
to visualize, you will continue to grow and gain
not make them go away. Remaining organized
business guilty of doing so.
ideas on how to achieve those goals. Having
and on top of your tasks is very beneficial to
and exercising are also great ways to be
clear goals for yourself can lead to hopefulness
mental health. It is a way to get ahead of the
the best you can be mentally. When your
vampires on YouTube and Instagram or the
for the future, which can improve your mood if
stress that will only exacerbate everything.
body is functioning in a healthy way it
white washed beauty brands that promise to
you have something to look forward to. This also
Keeping a planner or a schedule is a simple
really can correlate to a healthier mindset.
face scrub your problems away, we must like
goes along with the idea of organization, which
solution to staying on task and avoiding getting
Exercise releases endorphins which act as a
and subscribe to healthier, more sustainable,
is a great self-care practice as well.
overwhelmed. Something that may keep you
neurotransmitters to the brain that aid you to
If you are feeling overwhelmed and as
motivated to stay on task would be rewards. For
Healthy habits such as eating right
feel better. Your mood is actually determined a
How to Actually Practice Self-Care
you are taking care of yourself through exercise
is just a way to get consumers with mental
it feels like your mind in going a mile a minute
health issues to buy things, then how can
and it gets overwhelming, exercise is a great
I help myself?” Luckily, there are ways to
solution for that. It helps you stay focused and
improve your well being without contributing
energized on the good things in life.
and a healthy diet everything falls into place mentally as well. Going for a run is also a great way to clear your head. If there are times where
Lastly, it’s important to mention other
profit. Self-care is achievable and when done
small steps that can be taken to achieve a
correctly it can be extremely beneficial to an
healthy frame of mind. Meditating is a beneficial
individual’s mentality.
way to clear your mind and relax your thoughts.
Each person is unique, therefore self-
overwhelming, exercise is a great solution for that. It helps you stay
While meditating you could do visualization
care should be a unique experience catered
techniques such as thinking to the future and
to the individual. For some it may be staying
where you will be or even picturing a safe
Lastly, it’s important to mention other small steps that can be
productive and organized, for others it could
space where you feel most calm and at home.
taken to achieve a healthy frame of mind. Meditating is a
be taking a step back and focusing inward to
Taking a breather from life’s twists and turns
beneficial way to clear your mind and relax your thoughts.
really reflect on their frame of mind. “Self” is in
is always helpful as well. You could take a nice
the name, therefore it should really be a special
quiet walk while listening to music that helps
practice that allows the individual to find their
your mood. Observing nature and the beauty
best mind set. No two minds are alike, thus
around you is a great way to practice gratitude.
there are many ways to participate in self-care.
The final tip is one that many people have heard
Putting aside the face masks and bath
before, breathing. This can be done anywhere at
focused and energized on the good things in life.
While meditating you could do visualization techniques such as thinking to the future and where you will be or even picturing a safe space where you feel most calm and at home. Taking a breather from life’s twists and turns is always helpful as well. You could take a nice quiet walk while listening to music that helps your
bombs that are only temporary fixes to much
anytime. Whenever you start to feel worked up,
larger issues, it is important to really get to
focus on your breath. Inhale and exhale at least
know yourself in order to start taking care
three big breaths or until you feel calmed down.
of yourself. Keeping a diary, taking time to
Make sure to breathe from your diaphragm,
you start to feel worked up, focus on your breath. Inhale and exhale
meditate, exercising, taking a quiet walk, and
as breathing from the chest may cause more
at least three big breaths or until you feel calmed down. Make sure
listening to uplifting music are all ways to listen
anxiety. Deep breaths are the simplest form of
to breathe from your diaphragm, as breathing from the chest may
to yourself and figure out your needs as an
self-care, but it really does work.
mood. Observing nature and the beauty around you is a great way to practice gratitude. The final tip is one that many people have heard before, breathing. This can be done anywhere at anytime. Whenever
individual. Starting with a diary.
cause more anxiety. Deep breaths are the simplest form of self-care,
A great way to start or end your day is
but it really does work.
by reflecting on your mood and mental state.
If you would like to hear more about how to partake in real self-care practices be sure to check out the website and Instagram listed here:
a run is also a great way to clear your head. If there are times where
as a medical term, in which patients could heal
WOMEN’S HEALTH
thinking to the future and where you will be or even picturing a
concoctions and attending detox yoga will make
to companies that are only looking to make a
which can improve your mood if you have something to look forward
become extremely popularized, especially in
high-stress jobs to find outlets to destress, such
releases endorphins which act as a
While meditating you could do visualization techniques such as
to believe that buying her suspicious looking
You may be wondering, “If self-care
continue to grow and gain ideas on how to achieve those goals.
be something it is not. Self-care can be defined
It then became a term for individuals with
healthier
beneficial way to clear your mind and relax your thoughts.
lot by what is going on in your body. Thus, when
and wishes for the future. As you continue to visualize, you will
most likely pulled from Tumblr. Because of this
78
on task and avoiding getting overwhelmed. Something that may
Lastly, it’s important to mention other small steps that can be taken to achieve a healthy frame of mind. Meditating is a
culture of white well-being enthusiasts willing
and better organized methods of self care.
get back in touch with feeling good. While she
12 million subscribers, many of which value her
like Instagram, the term self-care has
themselves under the guidance of a professional.
Another danger of consumer culture is It’s easy to get caught up in the promises of a product and be ignorant to the fact that the it
The act of self-care is not a commodity you can buy from the store.
Although it may seem that the term self-
Keeping a planner or a schedule is a simple solution to staying
focused and energized on the good things in life.
February 2019 | 61
Instead of falling prey to the social media
believing in the validity behind every brand.
of video bloggers and beauty gurus using their
is in the name, therefore it should really to bethe a special bandwagon of catering demandspractice of the that
With the rise of social media platforms
the video she provides the links to a line of
excuse to forgo responsibilities for something
Each person is unique, therefore self-care should be a unique
care is a new, trendy phrase, the idea has been
ahead of the stress that will only exacerbate everything.
overwhelming, exercise is a great solution for that. It helps you stay
a run is also a great way to clear your head. If there are times where
photography and styling courtesty of dear self,
into promotional content when at the end of
savvy fad is that is that #selfcare has become an
is very easy to only look at the negatives. People get caught up in
make them happier. Encouraging self care should not be isolating
and can result in a snowballing effect.
your tasks is very beneficial to mental health. It is a way to get
it feels like your mind in going a mile a minute and it gets
rokaya shenasa
share her own struggles with mental health.
The term self-care has been exploited to
model Olivia partaking in an unfulfilling act of commodified self indulgence
alike, thus there are many ways to participate in self-care.
with her viewers because of her willingness to
lasting effect.
will not make them go away. Remaining organized and on top of
mood is actually determined a lot by what is going on in your body.
Relativestate. to the issues thatabout the internet essentials—bath and mental Writing things you are grateful for bombs, and facial oils, eyeshadow
Often times, when the phrase “self-care”
a face mask because “you’re worth it”, but avoiding your issues
neurotransmitters to the brain that aid you to feel better. Your
them that aLuckily, bathbomb things,consumers then howand canconvince I help myself?” there
Instead of falling prey to the
brands will encourage you to avoid those responsibilities and do
mindset. Exercise
believes offers unconventional ways to get back in touch with
business guilty of doing so.
If you are feeling overwhelmed and as though responsibilities are piling up, it easy to just let that stress overpower you. Beauty
functioning in a healthy way it really can correlate to a
tips, but also her seemingly honest connection
& Rokaya Shenasa
self-care practice as well.
ways to be the best you can be mentally. When your body is
>
>
to. This also goes along with the idea of organization, which is a great
Healthy habits such as eating right and exercising are also great
to achieve four times a year filled with all the latest beauty great way mental to starthealth. or end your day is by reflecting on your mood
And
which can improve your mood if you have something to look forward
incentive to stay productive.
and out your needs as an individual. a diary. A likesfigure and followers can amount to what it takes Starting you awith cute floral decorated seasonal package
can’t.
Having clear goals for yourself can lead to hopefulness for the future,
watch it and relax, once the essay is done. It gives you good
and listening to uplifting music are all of ways toa business listen tothat yourself no measurable unit for self love; no amount with a subscription, will send
who
continue to grow and gain ideas on how to achieve those goals.
but you have an essay to write. Tell yourself that you’ll be able to
by brands who exactlyhealth how to issues target to buy get consumers withknow mental
those
Another example of things to journal about would be your hopes and wishes for the future. As you continue to visualize, you will
example, you may really want to watch a new YouTube video,
$250 million company Goop has curated a lifestyle in which she
from
As you continue to visualize, you will continue to grow.
keep you motivated to stay on task would be rewards. For
ou mayaction, be wondering, “Ifofself-care justbacked a way to is now the act short-livedisfixes,
brands
allows the individual to find their best mind set. No two minds are
promotional
anything to actually improve your well being. Gwyneth Paltrow’s
suspicious looking concoctions and attending detox yoga will
is in the name, therefore it should really be a special practice that
a diary, taking time to meditate, exercising, taking a quiet walk,
a product and be ignorant to the fact that the it will never do
feeling good. While she thinks she is selling products that are
can’t.
Audre Lorde
TEENVOGUE
stationary or a discount code to a meditation app, which
who
Caring for myself is not self-indulgence, it is self-preservation, and that is an act of political warfare,
honest
ften times, when the phrase self-care is mentioned,
those
Instead of falling prey to the
her
lifestyle tips, but also her
from
business guilty of doing so.
and
platforms of this generation. Applications such as Instagram
why is great strategy to keep a positive outlook. It lets the
profit. Self-care is achievable and when done correctly it can be
YouTube beauty blogger
be attainable; capitalizing upon a universal need is only creating
and mental state. Writing about things you are grateful for and
are ways to improve your well being without
white well-being enthusiasts willing to believe that buying her
guarantee the improvement of one’s mental health. What’s more is divided and dominated by class and race. Achieving self love should
great way to start or end your day is by reflecting on your mood
things, then how can I help myself?” Luckily, there companies that are only looking to make a
this intangible feeling of self love through their products that supposedly that the industry for self care is not only commercialized, but it is
and figure out your needs as an individual. Starting with a diary. A
get consumers with mental health issues to buy
contributing to
The self care hype has become a scapegoat for unhealthy habits that people justify as “treating” themselves.
hopped onto the bandwagon of catering to the demands of the
and listening to uplifting music are all ways to listen to yourself
ou may be wondering, “If self-care is just a way to
beneficial to everybody, she is consequently garnering a culture of
acknowledge. Just like with any other pop culture trend, brands and businesses have popped up and
a diary, taking time to meditate, exercising, taking a quiet walk,
How to Actually Practice Self Care
Y
alike, thus there are many ways to participate in self-care.
If you would like to hear more about how
Writing about things you are grateful for and
partake in real self-care practices be sure to
why is great strategy to keep a positive outlook.
check out the website and social medias listed
It lets the individual focus on aspects of their life
here: dearself.co + @dearself_ on Instagram
that are beneficial, since it is very easy to only
Copyright: dear self, Models: Emilia Tongson & Mika Ware Photography: Katelin Hermone Styling: Rokaya Shenasa Lighting Design: Ana Petraglia
look at the negatives. People get caught up in the stresses of their lives, that it is easy to forget about the positive aspects that they are grateful
MARCH 2019
80
WOMEN’S HEALTH
MARCH 2019
81
marketing & strategies
45
marketing & strategies
46
posters collection
dear self, a self-care movement that won’t break the bank
dearself.co
self, your mental health is not a commodity
marketing & strategies
47
48
dearself.co mobile display
50
marketing & strategies
spotify playlist
instagram account
snapchat filter
marketing & strategies
51
zine cover and pages
self-care recipe book
diary cover and inside pages
marketing & strategies
55
tri fold informational brochure
56
t-shirts
tote bag
budget
58
descriptions
quantity
cost
business cards
1000
$40
brochure
500
$150
posters 11” x 17”
1000
$1146
zine
1000
$6000
stickers
2000
$215
billboard
3
$6000 per month
bus shelter
6
$3600 per month
1
$50
advertisement
web website domain
products 200 page diary 4.25” x 5.5”
100
$1500
tote bags
100
$1300
t-shirts
100
$1300
total cost: $21,301
our budget marketing & strategies
59 59
the scenes 60
a beautiful mess It only took our team two days of shooting to capture the beautiful mess that is our campaign photographs. We would like to thank our incredibly gorgeous friends for being our willing models and for participating in the satiration of modern day self-care trends. We believe it is important to include the following documentations of our photographic process, as these pictures are the pride and joy of the dear self, campaign.
behind the scenes
61
62
behind the scenes
behind the scenes
63
analysis 64
ana
rokaya
katelin
job description:
Ana’s major roles included creating the diary deliverable, the informational brochure, and the budget. She also was in charge of the design and format of the process manual. She helped make a final say on the campaign name and logo as well as other artistic decisions.
Rokaya spear-headed the website, dearself.co, which is the home base of the campaign. She also worked to develop the brand guidelines and she created the business system. She was always there to help decide on the styling and art direction of this campaign.
Katelin took the lead as campaign photographer and photo editor. She was in charge of the design and layout of the campaign proposal, and she also produced the zine publication with mental health resources. Totes and t-shirts were all printed by Katelin.
research:
Our research came from finding brands that are guilty of capitalizing on mental health issues. Also our survey gave us information on spending, stress level, and personal self-care practices that helped us visualize and define a more refined goal for our campaign.
A lot of our research included browsing websites of brands targeting our audience (Millennials, Gen Z women), and seeing what made their graphic identity strong. We also spent time researching the psychological aspects of self-care and it’s importance.
Our research included a 33 person survey on what self-care meant to them. Our findings typically included individuals knowing that there was an issue with just doing a face mask and expecting to feel better, but they all were open to better and more long term solutions.
planning:
Our team started a shared google drive in which we compiled all of our campaign pieces throughout the quarter. What helped us stay on track was a schedule document that outlined every week with important due dates, both given by the professor as well as self-given due dates.
We mapped out all the important deadlines for the campaign, and the pieces that were included in each part. We assigned different pieces of the campaign to different team members, based on interests and skills. Creating a schedule for ourselves helped us stay on track and stay organized.
We did a lot of planning in class. We collectively worked on the project effectively and creatively. If we were away, we had a Google Drive and text group message where we would collaborate. The Google Drive was crucial to work together as creation of content was dependent on everyone’s role in the campaign.
communication:
Between the three team members of this campaign, communication has been easy and helpful. Our drive to start developing the campaign early and our cooperation with each others’ busy schedules has allowed for a smooth process in creating this campaign.
Communication in the group was very effective. We had a group chat where we would let each other know what we were working on and what we needed to work on next. Everyone responded in a timely manner and it made working on the project a smooth process.
Our group communicated well. I feel as though we all had similar goals for the project and wanted to do well. We offered critique and worked off of each other’s ideas. I think sometimes we would be afraid to step on toes, but I was overall satisfied and proud of my group.
implementation:
Our campaign should continue to make it’s resources free and inclusive to any who wishes to utilize them. It will also be important to hear feedback from the users regarding our campaign’s effectiveness, so that we can ensure that we are giving our audiences what they need.
Our campaign pieces all fit together well and looked cohesive. The website created for the campaign is fully working and has PDF files that our audience is able to download and use as a resource.
I would like to see more photos for the next set of information. I think they would still have the same theming and branding, but through having a zine and editorials it would work to expand.
design analysis
65
dear
self,
dear
self,
dear
self,
dear
self,
Katelin Hermone Ana Petraglia Rokaya Shenasa
self,
self,
self,
dear
self,
dear
s
DES 154 Winter 2019
self,
self,
s