Cosmetic industry is one of the biggest industry in the world and the advertisements that the companies expose through social media has an enormous effect especially on women. During Seminar, I focused on the negative impact that cosmetic advertisements play on women; the ads lowers one’s self-esteem and therefore makes one to have distorted self-perception. However, I found a advertising strategy called, “co-creation” that approaches on different angle. Co-creation is an advertising strategy that involves the consumers into the conversation and this empowers consumers by transferring their role from a listener into a participant. (Ex. Dove’s Real Beauty Campaign). Although there are various ads that impacts women in a negative way, these kind of ads influence women in a positive way.

The photographies that I’ve included shows different impact of viewing cosmetic advertisements (left: distorted view, right: expression). I wanted to concentrate on the express part because I believe cosmetic allows women to express themselves freely by using different colors and different mediums. The bottom image is my story board for the video I am planning to create. At first, there is a faceless and eyeless women who lost identity and therefore the world looks blurry. However, as she express herself through makeup, she gradually finds her identity, and therefore the world changes from black and white into vivid colors.