Lauren Baxter

BA (Hons) Fashion Promotion 2021

Embrace Beauty was established throughout critical research into the skincare market, where I discovered that the beauty industry digitally manipulates promotional photography/videography to market an unrealistic result. This has led to a pandemic of women seeking cosmetic surgery to attain the standards that the beauty industry has reflected in Western Society. Along with cosmetic surgery, many young individuals have developed body dysmorphia and low self-esteem, which the NHS has stated can be influenced by the media. I researched more into the topic of body dysmorphia which entailed me to find an attachment of this disorder which surgeons have named ‘Snapchat Dysmorphia’. AR Beauty filters that are used across social media platforms have oppressed to Western Societies example of beauty, manipulating a user's face to attain this standard. Further research into AR beauty filters led me to find that many young women do not feel confident enough to post pictures on social media without using filters or editing apps. This has resulted in true and real skin being lost in the social media world, which influenced myself to create a brand that represents real skin, whilst embodying mental wellbeing. 

During the creation of Embrace Beauty, I have developed professional industry skills within creative direction that has enhanced my skills within photography, videography and product design. My final deliverables from this project have demonstrated a keen interest into the beauty and skincare sector, specalising in photography and direction. My core value has been promoting diverse skin to challenge cultural orthodoxies communicated in the beauty industry. Using videography and photography to visually narrate a story and brand message has influenced my interest in creative direction. The creativity and innovation developed from university is ready to make a forceful and positive impact on the beauty and fashion industry.