LâOreal SAâs push into Chinaâs $32 billion beauty market has a hidden cost — if youâre a rabbit or a mouse.
In my last critique I suggested putting changing the labels slightly and writing that so man animals have been killed to create this product. Because the products I’m using in my work don’t actually use animal testing because they are European brands, I didn’t feel like putting information about animals killed for the bottle on the bottle worked. Instead I have decided to create a sentence that I can place on the poster somewhere that suggest that ‘this many’ animals were killed for products like these. The link I have found here gives me information on roughly how many animals are used to test each product.
“In China, companies are required to submit samples of their products to be used for tests at local laboratories, according to advocacy group People for the Ethical Treatment of Animals. PETA estimates at least 72 animals are used for each product.”
In the last crit I had I was praised for the clever use of the L’Oreal slogan, changing it so that it had a meaningful impact using word play. The slogan I previously used was by L’Oreal originally “Because you’re worth it” and then changed to “They’re not worth it” this was used to create a link between The Body Shop and it’s parent company L’Oreal. Now that I have changed y posters slightly I have decided I should continue this use of slogans throughout the posters by changing the slogans of some of the products that I’m using so that they reflect the protest of the poster. To create a running system throughout the posters I am going to try to change the slogans of the other two shampoos I am using in my posters. This is because for one I am already using the L’Oreal Paris shampoos slogan and two because one shampoo is going to be used in each poster.
My last critique was quite informative, basically although my tutors like my concept they think it is quite hard to grasp so they have advised me that rather than use The Body Shop to out Loreal, I should concentrate n all the brands that Loreal own. I in turn have taken this on board and decided to expand my project to include other brands, but I have also decided that I should also include other major companies that animal test in cosmetics. The three big parent companies are Loreal, Unilever and Procter & Gamble.
Lists of products owned by these companies can be found in these links:
Here is the second part of the booklet that explains china’s testing laws:
In 2013 the EU brought about laws to Europe that state a complete ban on animal tested products and products with a history of testing conducted outside of Europe. RSPCA chief executive Gavin Grant said “This is a great day for animals but it isn’t the end of the story - there are still many animals being used across the world to develop cosmetics products that will be sold outside of the EU.” Countries like China have laws that impose mandatory requirements to test a product on animals before mass production and sale to the general public. L’Oréal are now at the heart of all of this due to their recent purchase of Chinese cosmetics face mask maker Magic Holdings International Ltd, accelerating expansion into the world’s second-biggest economy, where it got about 6 percent of sales in 2012.
Here is the part about boycotting the brand:
Michelle Thew, chief executive of Cruelty Free International said “With the EU closing its doors to animal-tested cosmetics, the beginning of the end of global cosmetics cruelty is within our grasp. EU citizens made it clear that they don’t want their mascara or shampoo to have been dripped in a rabbit’s eye or force fed to mice in massive doses, no matter where in the world that suffering has taken place.” Companies like L’Oréal respond to one simple thing - where you spend your money. So boycott The Body Shop and it’s parent company L’Oréal, make sure that you use cruelty free products in the future, because it’s never been okay to test on animals.
For the content of my book I have decided that it needs to be short and sweet so I am going to section off some key areas I need to touch upon. Firstly explaining the buyout of the body shop by L’Oreal, secondly explaining the mandatory testing laws in china and how L’Oreal is involved with that and thirdly talking about why we should boycott these brands.
Here is what I have got so far for the first part:
The Body Shop has always been a company that stands for moral justice when it comes to their products. For years they have campaigned for animal rights but in 2006 Anita Roddick sold the company to L’Oreal one of the biggest animal testing cosmetics companies in the world. Although promising to keep The Body Shops moral standards, they indirectly fund Animal testing outside of Europe.
Now I have decided that I will use my edited slogan on one of the labels, I thought I now needed to get a direct point across to reinforce what the slogan is actually referring to. I decided that “don’t fund cruelty” works well, its short and succinct and has a powerful impact. to further back this up I thought on another label I could simply write boycott, with the three of these labels combined I feel that you will fully understand what the poster is about and then this can further be reinforced by taglines and so forth.
While reading this article I noticed at the end it refers to the L’Oreal brand by writing “animals are worth it” this is a play on the L’Oreal slogan, with this in mind I thought it was a really clever idea and decided to use it in my work. However I have decided to change it slightly, my first consideration was “it’s not worth it” but I decided that it didn’t really work because it doesn’t really refer to the bottles, so instead I changed it again to “they’re not worth it”
With my last critique I was given some really good advise and ideas, so far the way I had been working had really been concentrating on the type aspect of the brief. Because of this I wasn’t really making much progression on a solid idea. Coming out of this crit I have the idea of looking at bottles from the body shop, this idea has stemmed from me carving into soap, what I aim to do is create labels for the body shop products and then photograph them for a poster series. I also think I should look into creating a booklet to go along with the posters as a hand out so that people get full comprehension and understanding of what my protest is about.
I have created a series of three posters for my final piece in this project, this is accompanied with a short animation, which explore and serve as a campaign for endangered wildlife in Britain.
My main aim for this project was to attempt to create something slightly out of my comfort zone, so that I would really be pushed to research and look really in depth into. I struggled in the first stages of this project in deciding what to do, advice given to me was to do something in which my passion lies. Initially I wanted to experiment with typography and martial arts, which is a combination of an area of design, which I like, and a sport that I have been passionate about from a young age. Although I felt this could be a nice project, I didn’t feel like I was pushing myself enough, I personally felt like I wanted to have some kind of meaning and to be able to solve a problem so that it would serve as a driving force to my project. I ended up looking into my love for animals and working on issues that threaten them. This led me to look into endangered species of wildlife and then specifically wildlife in the Britain.
A lot of time was spent on the project just trying to research into which species of animals were actually endangered in the UK. On the surface there are many articles claiming a top ten most endangered, but they all contradicted each other. A big part of my project research was simply finding a reliable source of information. The difficulty in finding this simply reinforced that what I was doing is good, although animal endangerment is widely campaigned about, there is essentially nothing when it comes down to this country and it is highly ignored.
Once I had the information worked on actually coming up with a concept for my campaign. I wanted to express how important the issue was, without being to forceful, my aim was to make people aware of the issue and therefore encourage people to look further into it. The concept I chose to work on is “Don’t let Britain’s wildlife disappear” this I felt had many avenues but I eventually decided on creating paper stencils which were mounted on white backgrounds. The stencils themselves took quite a while to make and I soon realised that the best option was to look into laser cutting. This helped me speed up my work and opened new avenues for design as I was then able to push my concept further by burning parts of my tag line onto the poster.
The second aspect of my work I felt should be an animation, this way I am tackling the project from still print perspective and a digital perspective giving my campaign a large audience and multiple platforms. I chose to design the animation in a similar way to the posters, using vector imagery, this way I felt I would keep a system in place, to make the work all encompassing. While designing the animation I did encounter a few problems, first of all I found myself spending a lot of time designing imagery. The problem was that I probably didn’t distribute my time evenly and in retrospect I would have allowed myself more time to actually make the animation itself. Secondly I made a fundamental error of not rendering my work as I went along, so when I rendered the final thing, I actually realised it was a lot faster than I wanted it to be. This in mind I still feel the animation works, it uses nice visuals and finishes strongly with type disappearing to strengthen the concept within the animation. If I could spend more time revisiting the project I would definitely work on timing of the video and I feel with that fixed it would be just as strong as my poster designs.
Working on this project did have its issues, at many points I found myself going back on myself. This being said I feel I dealt with the project very well and I am happy with the outcomes, I am especially happy with my posters and feel like it could be some of my strongest work to date. I am really happy with the project as a whole and felt like I got to explore issues that interest me and to try out new techniques and equipment, which I can now use in the future as well. From this project I feel I have developed as a designer, I made a few mistakes but feel as a whole I have learnt from them and can work on them as I progress onto third year.
This unit has been continuous throughout the year and is about how we plan, reflect and develop our work and ourselves.
It became apparent this year that a major party of PPRD2 that it was important to develop our own identities as a designer. It was a chance to reflect on who I am as a designer and to work out how I am going to progress off this course.
I wanted my Identity to reflect the work I produce, my work throughout university has changed as I have progressed and I feel a lot more confident in myself and have progressed vastly since starting the course. I now have a much stronger knowledge of design and design software. The way I chose to represent my work was through simplicity, although I have a varying body of work, I would say that a fundamental element of my style is simplicity and using white space. My stronger areas of design are probably editorial work and illustrative pieces so I tried to embody that in my portfolio of work.
A key element to this year has been time management; throughout this year I feel I have been pushed to keep a consistency high quality work at a fast pace. The beginning project was tough, and really helped me settle into second year. The fast turnover of work was a real kick-start into the new term and I feel it really set me up for the rest of the year. This year has also embodied working on multiple projects, working on my professional project, my essay and D&AD proved tough but I feel this experience has helped me and will prove valuable when moving into industry. Over the past two years I believe I have remained consistent, but even more so this year I feel I have improved with the management of work and dealing with the increase of work.
In terms of further myself, I plan to move forward on the course and take the final year, I feel this will further help me develop as a designer and also push me to explore and really work on my technical skill before moving into industry practice. I hope to leave with an even stronger portfolio, which shows my full potential as a designer and I feel I really need to show the vastness and my design capabilities.
Short animation video about one of the most endangered species of our planet: the Bluefin tuna. This video gives you the whole story of the Bluefin, with lot…
This animation is really interesting and has a really great and simple graphic system. its interesting the way it uses factual information to tell a story, the idea of using a story to convey my idea is interesting because it seems a lot of the animations I have looked all use this technique.