THINK DIRTY.
MULTIMEDIA CAMPAIGN
SHORTLISTED FOR
SOLO PROJECT
DESIGN OPPORTUNITY
People have an emotional connection to their cosmetics, as it affects their looks and therefore their confidence.
ROLE
Art Director
Graphic Designer
DESIGN CHALLENGE
Cosmetics are unregulated, so most products do not undergo product testing and many contain harmful chemicals.
SOLUTION
Due to the lack of regulation, we are here for consumers as a viable service to provide them with safe products to take a stand against the industry.
CASE STUDY VIDEO
PROCESS
01.
Choosing a Thesis Topic
Industry Research
Writing the Paper
02.
Choosing a Brand
Market Research
Strategic Planning
Brief
03.
Big Idea
Campaign Idea
04.
First Media Channel
Second Media Channel
Third Media Channel
01.
CHOOSING A TOPIC
The cosmetics industry claims transparency and "clean" makeup and skincare, however, this is just not the case.
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All my life, I have loved using makeup. I find it is a way to express myself and have some "me time". So, to find out about the industry practices was horrifying. I knew I wanted to talk about it.
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There is currently little to no regulation over these products. Two-thirds of consumers believe chemicals in cosmetics are already reviewed by the FDA, according to polling conducted by American Viewpoint and the Mellman Group in 2016 (Mellman). Unfortunately, the FDA does not have any legal authority to approve cosmetic products and ingredients before they go to market.
THE TOPIC
American cosmetic companies need to be willing to allocate funding toward product testing and safer ingredients, and allow cosmetics to be regulated by the FDA, to promote safer consumer use.
THE PAPER
I wrote my 10 page paper titled "Better Beauty Starts with Better Regulation" and received an A.
02.
CHOOSING A BRAND
I love using the Think Dirty. app in my daily life when contemplating buying a new cosmetic product. So naturally, it was one of my first thoughts when choosing a brand.
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Unlike other brands in the cosmetics industry, Think Dirty. pushes the boundaries and challenges the average cosmetics company. They inform the public of their practices and ingredients, giving them a rating and exposing bad formulas.
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The roots of this brand are distaste for the dishonesty and lack of transparency in the cosmetics industry in regards to product testing and ingredients.
ARCHETYPES
THE SAGE
45%
THE CAREGIVER
45%
POSITION
THE HONEST
OUTLIER
THE OUTLAW
10%
PERSONA
KAITLYN FERNANDEZ, 24
Kaitlyn Fernandez is a 24 year old woman and young professional. She lives in Queens, New York and works at Flushing Hospital as a nurse. She takes the Q12 bus and walks to get to her job. She went to Molloy College to get her degree and paid her own way through school. She is very into skincare as she has had acne problems since the beginning of her adolescence. She still lives at home with her father and brother to save money to get her own place. She has two cats, Smokey and Pepper. She collects cute socks for fun.
FAVORITE QUOTE
"WHAT YOU PUT IN, IS WHAT YOU GET OUT."
HOW IMPORTANT ARE FUNCTIONAL, EMOTIONAL, & EXPRESSIVE BENEFITS?
Functionality reigns supreme to Kaitlyn when it comes to cosmetics and food. Anything she buys must be beneficial to her body.
TRENDS
Many health trends. She started drinking celery juice because it became popular and she heard it was good for your body and skin. She thrifts, not only because it's cheaper but also because it's better for the environment.
FAST OR SLOW DECISION MAKER?
Slow, because she always wants to weigh her options and do the proper research before deciding.
DECISIONS BASED ON FACT OR EMOTION?
Facts. If she didn’t like/want the facts, she wouldn’t be using Think Dirty. Even before using the service, she would always extensively read product reviews to make her decisions.
GOALS
Bodily health and clear skin. Wants to look better in order to feel better.
ATTITUDE
Kaitlyn was experiencing bad acne and didn’t understand why. Trying to find answers to her skin problems, she ended up stumbling upon Think Dirty. Using the service, she realized many products were potentially harming her skin. So, she then began using the service to find new products that would not harm her skin and to research before she buys. Think Dirty. begins to be a major factor in all of her cosmetic purchasing decisions.
BEHAVIOR
When she first uses the app to research the products she already has, she is shocked to find out how many have bad ratings and harmful ingredients. She is ready to throw out all of her products and start anew as she is so frustrated with her skin. She furiously researches new products on Think Dirty. and creates a whole new skincare routine for herself. Something that is frustrating though is that she must research skin care routines on other websites in order to find routines and products that are right for her skin. She wishes that there could be a skin quiz or information on different routines.
03.
BIG IDEA
LET’S MAKE PEOPLE KNOW THAT THE
BEAUTY INDUSTRY IS INHUMANE BY
EXPOSING HOW TOXIC AND HARMFUL IT IS.
CAMPAIGN IDEA
CHANGE YOUR TOXIC WAYS.
04.
POSTERS
This campaign will highlight some of the most toxic beauty influencers: Nikita Dragun, James Charles, and Jeffree Star. They will become spokespeople for Change Your Toxic Ways and that if they can do it, anyone can, including the beauty industry.
TOXICITY TESTS
FRONT
BACK
Cosmetic testing kits will be sent out to influencers to use on their social media channels. These Toxicity Tests are a spoof on at-home covid tests, which will be testing their cosmetic products for harmful chemicals like asbestos, formaldehyde, and benzophene.
It’s simple: just dip the swab in your product, soak it in the solution, then put a few drops on the test piece, and wait 15 minutes for results!
IN-APP RESULTS
When finished, influencers will scan the QR code on their tests, which will bring them to the Think Dirty app.
They will then find a full scientific breakdown of the product they tested.
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