Bibliography

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Brand Evaluation

For my Beauty and the Brand Project, I have chosen M.A.C as the brand for my project development. For my advertisement looks, I have done the shoots based on M.A.C’s Modern Twist Kajal Liner for my day look and Retro Matte Liquid Lipcolor for my night look. For the eyeliner advert, I have referenced the Tribal make-up for my eyeliner design as I want to show how M.A.C considers cultural backgrounds from other countries and historical looks as well. Also in my editorial look 1, I have referenced 60’s looks and create a modern version for the look. This links to how M.A.C sometimes references historical looks and create a modern version for the looks. On the other hand, for the night look advertisement, I have combined the ideas of collaborating with James Bond 007 films because I want to show how M.A.C collaborates with several films and create make-up collections with them. In order to know more about the product, I have gone to M.A.C’s stores and do research on the products by looking at the 5P’s, Price, Promotion, Product, Presentation and Packaging which allows me to understand more about the products information and advertising methods. On my blog, I have researched M.A.C’s previous advertisement images and then analysed them so that I understand M.A.C style of works.

M.A.C’s mantra ‘All Ages, All Races and All Sexes’ have always been found through their collections, designs and works. The reason I said this is because e.g. M.A.C offers a range of color for the foundations, concealers for different skin tones and also through their advertisements, you can see models with different skin tones and also from different countries. This helps to make the consumers from different countries feel welcome to buy their brand as M.A.C meets different consumers’ needs. Therefore, for my model choices, I have considered people with different skin tones and also from different countries. This also shows how M.A.C is an international brand and care about consumers from worldwide.

Through M.A.C’s works, I can see that M.A.C uses many bold and bright colors and this helps to present how their brand offers consumers with a range of colors in their cosmetics section, e.g. eye shadows. Therefore, I have presented this idea on my editorial look 2 by using bold and bright colors and present the work in a creative way. For my advertisement and editorial looks, I have used different post production techniques as I want to link to the way M.A.C presents their works in a creative way and they use editing to make the photos more interesting and attractive. M.A.C Viva Glam Collection is a fund raising program for HIV/AIDS and this shows how the brand considers social initiatives and I think this helps to make connections with the consumers. M.A.C uses social media such as Instagram, official website, Facebook, Youtube, etc to promote their brand and I have shown this idea through my advertisement night look as I have created a short promotional video.

For the catwalk looks which M.A.C participates in the past, I found out that their make-up present in an artistic way and a lot of them used bright vibrant colors. Many of the make-up looks focused on the eye make-up and I have presented this idea through my catwalk look 2. For my catwalk look 1, Tom Pecheux is the make-up artist and he uses M.A.C ‘s products to create the look. I have created my final design based on SS16 trends and this shows how my design link to M.A.C’s works as the brand considers the latest fashion trends as well.

In conclusion, M.A.C shows their creativity through their design works and as a creative brand, it shares many inspiring and innovative ideas which always surprise the audience and think out of the box.

Project Evaluation

Throughout the Beauty and the Brand Project, I have experienced working as a make-up and hair artist, designer, photographer and also editor which allows me to understand more and provides me the idea of positioning in different job role in the fashion industry. The project theme allows me to work in different areas in the fashion industry and there are catwalk, editorial and advertisement. By giving me the knowledge about them, it gives me ideas and allows me to try out which area I want to do for my future career. By researching the Spring/Summer 2016 trends, I have learnt how to research the latest fashion trends and also know more about how the trends impact to the beauty or fashion brands through their catwalks, editorial images and advertisements. I found the most interesting part in this project is that I can do make-up and hair designs and photo shoots based on a brand that I like and explore more about the brand’s design styles. I have learnt several new techniques throughout this project such as setting up different lightings and learn more about different kinds of make-up looks and hairstyles. The technique which I enjoy the most is to learn how to set up different lightings to create certain mood for the images and it is very useful for my project in the future.

I think the most successful part in this project is that my post production skills have improved and I have learnt more skills from Photoshop and Indesign. For my designs, I have researched different make-up and hair stylist to find inspirations such as Chris Schild, Val Garland, Christian Eberhard, etc. Chris Schild’s works influence me by his make-up designs as he did several editorial images related to beauty and also I found his unique eye make-up designs really inspiring as they look simple but dramatic. The second make-up artist which I have looked at is Val Garland. Val Garland has done some make-up works for M.A.C and also I found that some of her style on her work is quite similar to Chris Schild as they both did simple but dramatic eye make-up. Also, some of Val Garland’s has featured specific cultures from the past such as 60s eyeliner, Pop Art, etc which links to how my chosen brand, M.A.C has considered cultures and historical backgrounds from the past. For hair artists, I have researched Christian Eberhard as his designs reference hairstyle from the past such as the Feathered Hairstyle from the 1970s and his other works look elegant and delicate which links to my advertisements, editorial and catwalk looks. I have also done some historical research to reference my designs and this links to how M.A.C sometimes reference historical looks, combine with modern ideas and create a modern version of historical looks.

Throughout the project, I have faced different problems such as model is not available for one of my shoot and experiment in designs. In order to solve out the problems, I have found another model for my shoot and also redesign the look to improve the appearance of the look. If I have the chance to do the project again, I would like to do something more artistic and extreme for one of my editorial shoot as to create a bigger contrast between the two shoots.

Editorial Shoot 2 - Making Gifs

On above, I have created a gif for my editorial shoot 2 and the reason I did this is because I think it makes the photo more interesting and also when I looked at Instagram or Facebook, M.A.C sometimes uses this effect to publish their works. I think this idea of moving images engage more audiences and makes the images look more creative and attractive. I have focused on the eyes as I want to show the key ideas of the look - the cat eyes make-up and the details of the colors and lines on the eyes. 

Editorial Look 2 Final Image

On above is my final image for my editorial look 2. I have created a magazine layout for this editorial shoot. I have included M.A.C's logo and also their website as in my previous research, I found out that some of the editorial images' layout and contents on the magazine includes the brand's logo, their website and their latest editorial images. From the final image of my editorial look 2, I have created a double page spread which looks like a magazine layout. I'm pleased with how the image looks like in here as I have shown the way how M.A.C likes to feature bright vibrant colors on their work, cat eyes makeup , turban headbands, orange colors are 2016 fashion trends and also the post production skills link to M.A.C's style of work as they present their brand as creative, innovative and unique. The way I also reference the art movements Pop Art cultures in the past  links to how M.A.C sometimes create looks which they took inspirations from the historical looks and create something new and innovative with their creativity.

Experimenting with different layouts and compositions - Editorial Look 2

Final Shoot Photo:

On above is my final shoot for my editorial look 2 and I have decided to edit the model on this photo into two or more copies and experiment around with different layouts. 

Design 1 - 

For Design 1, I have copied the model and make another copy of it. I have placed the copy upside down which looks like a upside down reflection. I like this layout as it looks simple but dramatic.

Design 2 -

For design 2, I have made two more copies of the model and placed them next to each other. I think this layout looks nice as you can see the styles, make-up and hair clearly.

Design 3 -

For design 3, I have create many copies of the model and placed them closely together to create the illusion which looks like the model is moving. I think the design looks cool and creative as well.

Final Chosen design: Design 1
The reason I have chosen design 1 as I want to show the make-up, hair and style more clearly but present it in a different and unique way. I like the idea to place the model upside down like a mirror reflection.

On below, I have experimented with three different compositions and layout and decided which one I should use for my final editorial look 2 image.

Composition 1:

I have placed the photo in the middle of the double page spread and I have included M.A.C's logo and their website in the photo. For this layout, I think the gaps on the side is a bit too wide and leaving quite a lot of white spaces on each side. 

Composition 2:

Therefore, for composition 2, I have tried to move the image to one side and leaving white space for one side. I like this layout as it looks different to other layout and is more unique which I think is suitable for M.A.C's brand as it looks creative and different. 

Composition 3:

For Layout 3, I have gathered the image in the middle of the page on the right hand side while M.A.C's logo and their website stay on the left page in the middle. I think this layout look simple and tidy and present clearly to the audience. The disadvantage for this layout is that, there are many white spaces left and I found the layout quite simple and a bit boring. 

Final Design:

I have chosen composition 2 for my editorial look 2 final image as I think the layout looks different from others which makes the content of the page more interesting and I think it helps to attract the reader as well as the image is in a large scale and it features vibrant and bold colors. 

Editorial Look 2 Test Shoot

I have done a test shoot for my editorial look 2 and I have tried to experiment with different lighting and model's poses. On below are the images which I've taken from the test shoot. 

On above, I have tried the background with the orange and yellow gels but I don't like how it appears and so on below, I have changed the setting to a soft box only.

After I have changed to just soft box for the setting, the photo come out much more better and is what I want the background and the lighting to be like for my editorial look 2. I like the way how the background looks bold and vibrant and matches the bold colors from the outfit and the model's make-up.

I have asked my model to do some shots with the hand as well and so you can see the bracelet and also the matte orange nail color.

I like the last photo on above and I want to do some shots like this for my final editorial look 2 image. 

 I have done some close up of the make-up as well with the beauty lens. 
To improve for my final shoot, I should make the skin look less dewy as I think it looks too shiny and dewy on the face.