The Lernert and Sander Natural Beauty Mini Film Has a Powerful Message
Corinne Guirgis — July 1, 2011 — Fashion
References: nowness & todayandtomorrow.net
The Lernert and Sander Natural Beauty short film has a powerful message about the excessive nature of cosmetics and the obsession with beauty and perfection that this society maintains.
The duo applied 365 layers of make-up in one day to model Hannelore Knuts to see how much is needed to go from a natural look to a startlingly unnatural one. The process took an astounding nine hours, where Hannelore was paralyzed behind a white board and could only drink through a straw. Seven bottles of foundation, two bottles of Creamy Eyes, three Milky Lips pens and two bottles of Blush -- or 228.40ml of makeup -- later, the project was complete and Hannelore looked more like a clay sculpture than a human being.
Implications - The societal obsession with beauty, image and perfection has had significant implications for the expansion of the beauty and cosmetics industry and its consumers. New products and services designed to enhance physical appearance are constantly being released to the public, who is always willing to try the newest in beauty products in hopes of achieving the unrealistic ideal that has been set out by the mold of society.
The duo applied 365 layers of make-up in one day to model Hannelore Knuts to see how much is needed to go from a natural look to a startlingly unnatural one. The process took an astounding nine hours, where Hannelore was paralyzed behind a white board and could only drink through a straw. Seven bottles of foundation, two bottles of Creamy Eyes, three Milky Lips pens and two bottles of Blush -- or 228.40ml of makeup -- later, the project was complete and Hannelore looked more like a clay sculpture than a human being.
Implications - The societal obsession with beauty, image and perfection has had significant implications for the expansion of the beauty and cosmetics industry and its consumers. New products and services designed to enhance physical appearance are constantly being released to the public, who is always willing to try the newest in beauty products in hopes of achieving the unrealistic ideal that has been set out by the mold of society.
Trend Themes
1. Maximalist Makeup - The trend towards excessive makeup application, as revealed in the Lernert and Sander Natural Beauty film, presents an opportunity for the beauty industry to market new bold and expressive product lines.
2. Anti-beauty Movement - The Natural Beauty film showcases the rise of a movement away from traditional beauty standards, presenting opportunities for the beauty industry to market products promoting natural beauty.
3. Transparency in Marketing - The Natural Beauty film highlights the need for more transparency in the cosmetic industry. This presents an opportunity for companies to build trust with consumers by being more open about their ingredients and manufacturing processes.
Industry Implications
1. Beauty Industry - The Natural Beauty film presents a potential disruptive innovation opportunity for the beauty industry to cater to the shifting desires of consumers for more natural and authentic products.
2. Film Industry - The rise of maximalist makeup in film and media as seen in the Lernert and Sander Natural Beauty film presents potential opportunities for the film industry to incorporate bolder makeup designs and themes.
3. Consumer Goods Industry - The Natural Beauty film highlights a potentially disruptive innovation opportunity for the consumer goods industry to market products that challenge the traditional beauty standards perpetuated by society.
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