Beauty Industry needs stricter regulations

This campaign aims to change the beliefs of persuadable people using targetted social media ads.

Persuadable Persona

My target audeince are young women that are unsure about the harm caused by cosmatics. Represented by Sara, a young Sauidi woman.

It says organic so it can’t be bad, right?

Sara Salim

22

Saudi Arabia

Science Student

lives with her parents and cats

About

Sara is a science student that lacks adequate knowledge of beauty products. She often spends an average of 10-20 min between a basic skin routine and the minimum makeup, and a little over half an hour when preparing for parties or large family gatherings. She spends a good amount of time browsing Snapchat stories, since it is where most of her friends and family post about their daily lives.

Beliefs

Sara doesn’t have a strong opinion on the beauty industry. For her, they are just part of life. She gets her beauty products based on recommendation, or how flashy the product sound. While she is fully aware of plastic surgery harm, she isn’t sure about beauty products.

Sara's Concerns

Sara recently started thinking about what beauty products do to you occasionally. It is something no the back of her mind when she is ordering that promising Korean face mask but have not got the time or resources to look into. Another concern of her is to fit in with what’s considered acceptable look for the occasion, since she gets anxious around people.

Why is Sara persuadable?

Sara is unsure about the unethical side of beauty products since she lacks adequate knowledge to make an opinion nor takes an active part in the beauty conversation. Hence, bringing it up to her attention with the right amount of information uncovering some of the myths around them is going to encourage her to do her research beforehand in the future.

 

Persuasive Social Ads

Our lives are quite chaotic nowadays, and it is not my target audience's fault nor responsibility to enforce stricker regulation on the beauty industry; that's why I chose delightful animations as a means to raise relevant questions subtly. Since the goal is to raise awareness, my call to action is a 'more' button linking to a page with more information about the lack of proper regulation on the beauty industry.

Post 1: Have You Read The Ingredients?

My first post targets Snapchat since it has almost 14 million advertising audience on Saudi -my target demographic-, most of which are young women. It shows a '100% organic' cream pouring out toxins, in an example of irony, to prompt the question 'but did you read the ingredients?'. The typeface Montserrat carries out the voice of my message, as it represents the urban beauty. As for colours, I used bright green, which is associated with toxins and chemicals, contrasted by bright pink. Within the cream itself, I am using both universal chemical and danger icons as well as the chemical structure for the top five dangerous toxins in cosmetics. While a science student who can identify the chemical structures would grasp the danger better, the global icon carries out the same message for the rest of my target demographic.

Post 2: Is It Doing the Same to Your Skin?

Here I am trying to take full advantage of Snapchat endless loop feature, which is one of my favourite things about the app. The post shows a snapshot of a blusher explosion, as hyperbole for the skin damage caused by cosmetics. The layout is based on the Z pattern in an attempt to guide the viewer's eyes. First, the bright colours and delightful animation would grab their attention for a moment. Then, they would scan the business name and message, grasping an idea of what this is about. Next, the animation again, but perhaps this time, they would pay more attention to the little pause on the broken blusher, which uses darker colours and more realistic rendering to indicate seriousness. And finally, the question 'is it doing the same for your skin?' soften out by the roundness of small-cap Montserrat.

Post 3: Where is This Hair From?

View this post on Instagram

The beauty industry is in need of stricter regulations.

A post shared by Beauty Lies (@beauty__lies_) on

For my third and last post, I used Instagram as it is home to many beauty brands and has over 13 million advertising Saudi audience. The post shows yet another beauty lie, cruelty-free cosmetics aren't always cruelty-free. Similar to 'organic,' many companies use it to catfish costumers since there is no regulation in place, preventing them from doing so. A makeup brush is used as a metaphor for animal cruelty within the industry. A cat icon is used to represent the animal kingdom as a synecdoche. Instagram's scrolling format calls for a shorter attention span compared to Snapchat's full screen. There is a good chance my audience won't wait for the twist. Thus, I minimized the animation for this post and made sure to have my message deliver on every frame. Considering the message to be a bit heavy, I used all small caps and an even lighter colours palette.