Packaging the person : challenging the concept of beauty and normalising the unconventional through creative visual representation

Abstract

This dissertation explores thoroughly the concept of beauty. From Plato’s theories to our understanding of it in this westernised, contemporary society, beauty takes on different meanings. Given our use of media nowadays, we are being pressured more and more into conforming with society’s beauty ideals since we see these all around us in adverts and campaigns. Through a mixed methods approach and by conducting qualitative research, I explored this notion from different perspectives; by reviewing other brands and campaigns, researching through practice and lastly by conducting auto ethnographic research. Reflecting on my own experiences helped me understand better my relationship with beauty and led me to create a meaningful project. Living with a visible chronic skin condition inspired me to focus mainly on the skin and how it is portrayed and viewed in adverts, in the media and within society. By understanding the sociocultural aspects of my experiences, I could in turn challenge society’s ideals through the execution of my project. This entailed the creation of a logo, packaging and campaign which encourages people to fully embrace their flaws. I used shots of my own face and skin in order to properly convey my intended message and introduce a different representation of physical beauty rather than the conventional ideals that we are used to seeing.