Topic of choice: Advertising
Project title: Makeup-induced Acne
Contents Page:
INTRODUCTION
1.1 Makeup-induced acne
1.2 Reasons for our topic
1.3 Target Group and Problems Faced
1.4 Needs of Target Group: Women in their 20’s
1.5 Case study: “OB_S_ _Y is a Cause of Cancer”
1.6 Link between case study and our campaign
1.7 Analysis of solutions used in case study
1.8 Framework of solutions
2. SOLUTION ONE – SILI-NG IT UP? THINK TWICE!
2.1 Rationale of Animated Video
2.2 Description of Animated Video
2.3 Strengths of Animated Video
2.4 Limitations and Amendments
3. SOLUTION TWO – LOOK OUT FOR BAD-TERIA!
3.1 Rationale of Interactive Posters
3.2 Key Features of Interactive Posters
3.3 Strengths of Interactive Posters
3.4 Limitations and Amendments
4. SOLUTION THREE – THE DIRTY SECRET
4.1 Rationale of Mobile Application
4.2 Description of Mobile Application
4.3Bacteria Growth Tracker
4.4 Educational Information on Hygienic Makeup Practices
4.5 User Experience
4.6 Strengths of the Mobile Application
4.7 Limitations and Amendments
5. CONCLUSION
6. BIBLIOGRAPHY
7. APPENDIX
Annex A: First Survey Findings
Annex B: Second Survey Findings
Annex C: Third Survey Findings
Annex D: Email exchange with CRUK
Chapter 1: Introduction
1.1 Makeup-induced Acne
Acne is a problem faced by many people because of its common causes, such as hormonal imbalance and makeup, and it affects a huge percentage of the population. (National Institute of Health, 2016) Acne can have a lasting impact on one’s self-confidence. (Uhlenhake, Yentzer, & Feldman, 2010) Hence, to cover their flaws, many people turn to makeup. However, 75% of the 100 people we surveyed have at least one incorrect makeup practice, leaving them contaminated or exposed to bacteria, which is harmful to their skin. (Figure 1)
Figure 1 Number of improper makeup habits practised based on a survey of 100 people
Moreover, acne can be caused by ingredients, such as silicone in makeup (Acne.org, 2012) These ingredients are overlooked by 78.8% of consumers (Figure 2), leading to acne cosmetica. Such ingredients clog pores, causing users to break out with mild but persistent acne.
Figure 2
1.2 Reason for Choosing Our Topic
Acne is a prevalent problem in many people as 90% of the world population has suffered from acne before. (ReportLinker, 2017) Of those affected, 20 to 30% are young adults of age 20 and above. (Lynn, Umari, Dunnick & Dellavalle, 2016) Rather than addressing the improper practices causing their acne, many turn to makeup to cover up their blemishes, aggravating their skin even more. Below are the reasons for choosing our topic:
Acne is often overlooked although it can increase the prevalence of mental health issues.
Researchers found that depression is two to three times more prevalent in people with acne than people with clear skin. (Uhlenhake, Yentzer, & Feldman, 2010)
2) Women are often oblivious that ingredients in makeup can cause acne breakouts
Some common ingredients in makeup products such as silicone, sodium chloride and algae extract, have the ability to clog pores and cause acne. (LaMav, 2017) However, 78.8% of 80 women do not pay attention to the labels on makeup (Figure 2) and are oblivious to the fact that these ingredients can cause acne. (Figure 3)
Figure 3
3) Proper techniques of using makeup tools are usually overlooked by women.
Of those in our age group who are aware of the significance improper makeup habits have on their skin, 34.4% of them do not take action to rectify this. (Figure 4) As mentioned above, overall, 75% of the 100 surveyed has at least one improper makeup hygiene habit, increasing their chances of acne developing. (Figure 1)
Figure 4
1.3 Target Group and Problems Faced
Due to young women aged 20-29 being oblivious to effects of makeup induced acne, we find that there is a need to advertise on various hygienic makeup practices young women can adopt and the heightened awareness on acne causing ingredients present in makeup products. We chose to focus on women as acne in men is usually caused by more complex reasons like stress and hormones that cannot be tackled easily on the surface level. (Brickell Men’s Products, 2017) A study examining the prevalence of acne in adults over age 20 found that acne affects more than 50% of women of the 540 women surveyed between the ages of 20-29, compared to just above 25% of women between ages of 40-49. (American Academy of Dermatology, 2012) An online survey of women who use makeup brushes conducted by a cosmetics firm has shown that 39% of women who use makeup tools do not even clean them once a month, with 22% admitting to never cleaning them. (Anisa International, 2015) In Singapore, the issue is even more urgent as 76% of 100 people we surveyed perceive that women aged 20-29 use the most makeup. (Figure 5)
Figure 5
1.4 Needs of target group
Our target group needs to translate their knowledge about the adverse effects of makeup into more proper practices. 128 of 135 respondents of our survey are aware that there are adverse effects of their practices but are unable to make the link between their actions and acne, thus not being able to tackle the problem from its source. (Figure 6) Despite them being aware of makeup causing acne, 34% of these 128 respondents do not do anything to rectify this issue.
Figure 6
1.5 Case Study: “OB_S__Y is a Cause of Cancer” and its link to our topic
“OB_S__Y is a Cause of Cancer” was run by Cancer Research UK (Cancer Research UK) in October 2016, on how obesity is often overlooked as a cause of cancer, as only 21% of the 600 surveyed could identify it as a cause. (Cancer Research UK, 2017) This is similar to our topic, as both makeup-induced acne and obesity-caused cancer are lifestyle-induced diseases and many overlook the fact that makeup is a cause of acne. Thus, to gain further insight on how to prevent such oversight, we studied how this campaign was able to raise awareness on obesity-caused cancer. (Figure 7) This campaign is suitable for in-depth analysis because it successfully increased awareness (by 22% in a sample size of around 600 people) that obesity is a cause of cancer. (Cancer Research UK, 2017)
Figure 7 Successes and Failures of Case Study
1.6 Application of solutions to project
Based on Cancer Research UK’s campaigning strategies, we inferred the following shortcomings. (Figure 8)
Figure 8 Application of Case Study to our solutions
1.7 Framework of Solutions
With the strengths and limitations of the case study in mind, we used the following framework to develop our solutions. (Figure 9)
Figure 9 Framework of solutions
Chapter 2: Solution 1 – SILI-NG IT UP? THINK TWICE!
2.1 Rationale of Animated Video
“Sili-ng it up? Think twice!” is an animated short video which aims to educate young women who are starting to apply makeup as a daily routine due to entering the workforce on the consequences of not taking into account the ingredients present in their makeup. Our video aims to raise awareness on the effects of comedogenic ingredients in makeup products by using silicone as a example. Moreover, our target group is actively online due to the role of technology in their daily lives, allowing for ease of sharing of our video on social networking sites. (Statistica, 2016) The main purpose of the video is to attract the attention of the target group by using a cute aesthetic, as cuteness creates a positive feeling triggered by a desire for a good outcome. (Nittono, Fukushima, Yano, & Moriya, 2012) Furthermore, 69% of our target group, when surveyed, said that they prefer emotional appeal in advertising. (Figure 10) Hence, this justifies the use of this concept as the most effective way of appealing to our target group and influencing them to implement these good habits.
Figure 10
2.2 Description of Animated Video
The video is an animation which portrays the main character applying makeup that contains silicone, a comedogenic ingredient, resulting in the development of acne. This portrays the main character blindly applying the acne-causing makeup onto her face due to her not being conscious of the ingredients in makeup. We also chose the video concept to be that of a silent video with light background music, so as to let viewers focus more on what’s happening on-screen. (Smith, 2015)
Presented below are screenshots of the animation. The first frame shows how despite the label on the box of the makeup product clearly stating the list of ingredients, the user pays no attention to it. (Figure 11)
Figure 11 Screenshot of Video (Day 1)
The next two frames show how acne develop gradually as the young woman applies makeup with silicone on a daily basis. The progressive increase in the number of pimples on the women’s face signifies the damaging impact of continuously applying makeup products containing silicon. (Figure 12)
Figure 12 Screenshot of Video (Day 3 and 15)
2.3 Strengths of Animated Video
All 5 interviewees acknowledged that the video encouraged them to check the ingredients label after watching it. We attribute this to the artistic style of our video. Using a cute aesthetic for the video appealed emotionally to the target group, making the video more relatable and impactful. Another reason why the video achieves its aim may be because the development of pimples caused by makeup is visualised and exaggerated, and “encourages people to check ingredients in makeup before purchasing”, Lim (2018).
2.4 Limitations and Modifications
However, one interviewee, Dean (2018), complained about the lack of complementary commentary, which we feel may prevent the video from reaching maximum effectiveness among more auditory learners. Auditory learners account for about 25% of the population (Busan, 2014) and dislike reading descriptions. (Lincoln Land Community College, 2014) They are a significant proportion of the population, causing the effectiveness of the video to decrease. To combat this problem, a voiceover could be added, appealing to auditory learners.
Chapter 3: Solution 2 – LOOK OUT FOR BAD-TERIA!
3.1 Rationale for Interactive Poster
“Look Out For BAD-teria” is a series of posters which aims to demonstrate how most women’s improper makeup habits will result in the rapid growth of bacteria, of which when accumulated in cosmetic products, causes acne on their skin. Through these demonstrations, it aims to educate young women who are starting to apply makeup on proper makeup habits so that they can inculcate a good habit from the start preventing the development of acne cosmetica. A study has revealed that after a month of not washing makeup brushes, the amount of bacteria present in the brush has increased to an extent that it could not even be measured. (Simonian, 2013) Despite the study being specific to makeup brushes, such findings have been found in other application tools such as sponges and puffs. (Kee & Gara, 2017) Hence the series of posters aim to educate and correct the unhygienic makeup practices that young women commit.
The series of posters will be put up outside cosmetic stores in malls, namely Bugis Junction and ION Orchard. According to a survey we conducted, ION Orchard and Bugis Junction came in top with 44 out of 80 respondents indicating it as the more common places they hang out at. (Figure 13) These chosen areas are common places where many young women aged 20-29 hang out at. In addition, placing our posters outside makeup stores at these locations will help us target those who wear makeup. This help us to effectively educate them on the importance and methods of practising hygienic makeup practice.
Figure 13
At Bugis Junction, we decided to place the posters outside the entrance of Innisfree, since it is the more common makeup brand bought by our target group allowing customers to see the poster when they enter or exit the shop. (Figure 14)
Figure 14
Furthermore, the posters are placed on pillars along a walkway with many makeup stores, allowing us to reach many young women. (Figure 15)
Figure 15 Sample location of posters located on posters along aisle outside innisfree
As for Sephora in ION Orchard, we decided to locate our posters at a pillar opposite the store that also has a mall directory next to it. This allows both Sephora customers and mall directory users to see and interact with the advertisement. (Figure 16) Sephora carries about 300 brands (Sephora, 2018) and hence most makeup users will frequent the shop.
Figure 16 Sample Location of posters outside Sephora at ION Orchard
3.2 Key features of Interactive Poster
We decided to reference the font and layout of makeup magazines (“Fonts in Use by Fashion Magazines”, 2018) in our design as these magazines are able to capture the attention of makeup users, which aligns with the aim of our poster.
We designed our posters to include user interaction as it would be more engaging. (Morrell, 2015) Pushing the button turns on the switch to the lights, causing red lights to appear and signifying the presence of acne-causing bacteria. (Figure 17)
Figure 17 Photo of Poster Prototype Lighting Up
Each poster will include a short description on hygienic makeup practices relative to the tool of makeup in the poster to help educate people. (Figure 17)
It will also include a link of our mobile application at the bottom of the poster, helping to encourage young women to download it to find out more information about acne cosmetica. (Figure 17)
A tagline is added to catch the attention (Mentis, 2017) of our target group. (Figure 17) In the tagline “These problems aren’t made up”, the words “made up” are bolded to emphasise and highlight the intended wordplay on the words “makeup”. Furthermore, in an attempt to make our posters more focused on our target group, we added in a question, “Beautified and Ready to Enter the Workforce?”. This helps to better target women aged 20-29, who are just entering into the workforce after graduation.
Poster 1:
The compact cushion is chosen for the first poster as with the rise of the Korean Beauty trend, there is an increase in the number of women who use a compact cushion. (Euromonitor International, 2018) This heightens the need to educate women on how to keep their compact cushion clean and reduce the risk of developing acne. (Figure 18)
Figure 18 Poster Featuring Compact Cushion
Poster 2:
According to the survey we conducted, failure to clean makeup tools regularly was voted the second most common unhygienic makeup practice committed. (Figure 19)
Figure 19
Hence, our poster features a makeup brush to raise awareness about the effects of not washing your makeup brushes regularly and advocate for regular cleaning of makeup brushes. (Figure 20)
Figure 20 Poster Featuring Makeup Brush
Poster 3:
Another reason for acne breakouts is due to the bacteria accumulating from using unsanitized hands to apply makeup, which increases the risk of bacteria spreading to makeup products. (Tschinkel, 2017) Hence, we aim to feature a makeup palette and a close-up of a finger stained with makeup and red circles signifying bacteria to highlight the negative impacts of using dirty hands to put on makeup and discourage such a behaviour. (Figure 21)
Figure 21 Poster Featuring Eye Shadow Palette
3.3 Strengths of Interactive Poster
All interviewees said that our posters would gain the attention of makeup users passing by. Dean (2018) said that display of the presence of bacteria on makeup products and our hands, provides user with greater awareness since these particles are not visible to the naked eye. This shows that our posters are effective in raising awareness about the presence of bacteria and encourages young women to adopt hygienic makeup practices Furthermore, Lim (2018), said that the information in our posters are easy to understand and can serve as a reminder to young women. Through our analysis we believe that our posters are easy to understand as they are explained in a straightforward and simple manner which can be easily digested by young women. It is also a good form of reminder, as the need to practice hygienic makeup practices is often neglected in their daily life, as such we believe that the posters serves as a prompt which will highlight the need to practice hygienic makeup practices in their daily life.
3.4 Limitations and Modifications
However, those interviewed said that the poster might not be easily noticed. This may be attributed to the fact that despite our posters being located in malls such as Bugis Junction that have high human traffic, where many walk past briskly in order to prevent obstruction, thus not noticing the poster. Furthermore, three interviewees commented that the button to turn on the lights was also “not eye-catching enough” Koh (2018), and did not stand out as much compared to the tagline. This may be because the button is in a light pink shade that is not able to stand out among the other vibrant features of the poster, thus failing to grasp the attention of people easily. It is also in a 2D-shape, and thus does not look like an actual button that should be in a 3D-shape. One modification would be to have the lights lit up since the beginning. The red lights would function similar to a laser pointer, drawing attention. This would not affect the interaction with the poster, as users can still see the contrast between a bacteria-laden brush and a clean, washed brush when they switch on and off the lights.
Chapter 4: Solution 3 – The Dirty Secret
4.1 Rationale of Mobile Application
The main aim of the application is for young women to gain easy access to additional information about bacteria growth, improper makeup habits, as wells as common acne causing ingredients in their daily makeup products. We decided to condense all this information into a smartphone application as women in our target group are the biggest smartphone users. (IMDA, 2017) The mobile application is a platform that will link up the first two solutions, the animated video and interactive posters. In addition, the mobile application also provides in-depth information to users. The tracker also allows makeup users to visualise the large amounts of bacteria in makeup, which would otherwise just have been a figure that people are unable to quantify. (Lipkus, 2007)
4.2 Key Features of Mobile Application
The mobile application is a platform that can provide young women with information on hygienic makeup practices that they can adopt. Easily understandable information about the type of ingredients in makeup products and their potential harm, as well as a tracker that helps to check for the bacteria level in makeup products, are also part of the application.
Figure 22 Home Page of Mobile Application
4.3 Bacteria growth tracker
The tracker caters to different products and shows how bacteria multiply in makeup products that are contaminated by unsanitized makeup tools. It has been found that women use an average of 16 different cosmetic products daily. (SkinStore, 2017) With a large number of products used daily, it is easy for women rushing to work to overlook hygienic makeup practices. As such, this tracker aims to track the rapid growth of bacteria in makeup products after one unhygienic use. This bacteria can potentially cause acne when makeup is applied to a person’s face. (Envision Acne Center, 2016) The tracker starts on the current date and ends when the product expires.
Figure 23 Simulation Application Data Input Page
Based on the number of bacteria present in makeup, there will be a status showing whether the makeup is safe to use. (Figure 24) When the makeup product reaches an unsafe level, the user should either discard their makeup or clean their makeup products.
Figure 24 Different Stages of Simulated Bacteria Growth
4.4 Educational Information on Makeup
This section is a collation of information on hygienic makeup practices, and how certain ingredients and bacteria cause acne. (Figure 26) This is in hope that our target group will be more aware of the causes of acne and encourage them to cultivate a good habit from the start. Furthermore, collating this information in a mobile application makes it easily accessible as young women are able to read it on the go, increasing the probability of them picking up these hygienic makeup practices.
Figure 25 Information organised by topic
4.5 User Experience
The app also has other complementary features, such as settings, history, and notifications when the makeup is unsafe. (Figure 26) We added these features to allow users to personalise the app and to improve the user experience while checking on various products. Such considerations help make the app more engaging and hence will make our app more functional. (Babich, 2018)
Figure 26 Features that enhance User Experience
4.6 Strengths of Mobile Application
Tan (2018) said she assumes that makeup from “respectable brands” is safe and by using our application, she is more aware about the harmful effects these ingredients have on our skin. This shows that our application is effective in debunking the misconception that all high-end makeup is of better quality and thus safer on our skin. It is also effective in educating users on the effect certain ingredients in makeup can have on our skin. This misconception could have arised from the fact that many assume that expensive makeup is made with higher quality ingredients and thus have less reservations about whether they cause problems on their skin. Thus, through our application, we are able to debunk this misconception and highlight the importance of being more aware of the ingredients in makeup and not easily trusting brands based on their name.
Furthermore, users commented that the application was very convenient and definitely achieved its aims of educating users and getting them to adopt the correct makeup habits. This can be attributed to the application addressing many cosmetic-related issues and having multiple functions. By also including design considerations, such as expandable tabs, personalisation options and product history, the app was enjoyable to use and most users would download it.
Lim (2018), in particular, expressed delight at the tracker being able to track multiple products, as she said that not many had the habit of putting down the dates in their calendars.
4.7 Limitations and Modifications
Yap (2018), however, expressed her reservations about the reliability and accuracy of the tracker’s calculations of bacteria levels. One possible reason for this is that different environmental conditions give rise to different bacteria growth rates, hence affecting the calculations. We previously excluded these factors so as to simplify the app. However, to satisfy the curious minds in our highly-educated target group (Department of Statistics Singapore, 2017), such information could be reintroduced, depending on the resources we have available. In addition, the calculation method could be included on the learn more page.
Chapter 5: Conclusion
In conclusion, our advertising campaign has achieved the aim to address the acne problems caused by makeup. We have proposed solutions that aid in the fight against makeup-induced acne. These solutions compliment each other in helping to address the problem of makeup-induced acne in a holistic manner. With these solutions helping to educate and visually represent the potential harms, the impetus is fully on our target group to correct their practices.
While this project is targeted at 20-29-year-olds, its benefits are not limited to this age group. All makeup users with incorrect practices stand to benefit from this. Of which, such a target group is quite substantial, with 75% of 100 respondents having at least one incorrect makeup practice. We hope our solutions would help educate people about how makeup causes acne and that they can make adjustments to help prevent acne.
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Chapter 7: Annex
Annex A: First Survey Findings
Annex B: Second Survey Findings
Annex C: Third Survey Results
Do you prefer the use of emotional appeal (cute advertising) in advertisements or would you rather have informative and rational videos?
Annex D: Email Exchange with Cancer Research UK