"Belladonna explores the history of traditions used by women to achieve the 'beauty perfection' this project is a result of researching the toxic & fatal ingredients found in cosmetics"
The Concept, Facts & Figures
The beauty industry is estimated to be worth $97.3 billion. Statistics have also shown that women in the USA spend around $3,000 on cosmetics annually. Beauty Vloggers are now followed by millions of young women wanting to acquire some insight into the nips, tucks, and make-up applications used to achieve fast-track-perfection.
It is also estimated that the global cosmetic surgery and procedure market size is expected to reach $43.9 billion by 2025, according to a new report by Grand View Research, Inc. Technological developments, growing use of social media, and increasing disposable income are some of the factors likely to drive the market during the forecast period.
This begs the question, why do we, women of the western world, STILL feel pressure to be beauty perfect? We no longer put arsenic on our faces, true - but with the accessibility of affordable procedures such as; botox, lip fillers, and other high street quick fixes - is the idea of achieving beauty perfection, now the beast...
The name: BellaDonna is Italian for Beautiful Woman, it is also the common name given to one of the worlds most toxic plants deadly nightshade. it is also the common name given to one of the worlds most toxic plants deadly nightshade. During the time of Renaissance in Italy drops prepared from the belladonna plant were used to dilate women’s pupils - this effect was considered to be highly attractive and seductive.
SHORT FILM & PACKAGING
Click the PDF to access the 'BELLADONNA Branding & Packaging' Explained' Booklet.
Click the PDF to access the 'BELLADONNA
For the narration of the short film, I wanted to use some of the voices of online beauty bloggers which I had recorded to capture the sound only. Their comments and instructions became so much more powerful once I’d separated their voices from their talking heads. I used typography to accentuate the spoken word whenever I wanted to convey some of the emotive language being used. For instance: “Everyone at the moment wants bigger lips”, “I literally feel like this is face surgery”, “You are cutting into your face and sculpting out the shape that you want”.
These messages are just few samples of what young women are being told. Make-up can help you achieve your best-beauty-self by changing the way your face looks. The term ‘Face Surgery’ is being used as an everyday norm. By using this euphemism - that make-up is giving you the same results as surgery - the language implies that face surgery is all part of what is at our disposal to achieve beauty. But, if you listen closely, the bloggers do actually contradict themselves. Natural is seen as a good thing - but we need make-up to achieve a natural look. Even the texture of our skin is up for microscopic investigation. Continually women are being informed what is, or isn’t ‘beautiful’ by the beauty bloggers.
For the visual aesthetic, I wanted to use a face eliminated from the body. I shot the film (of my model) to show only her face and hands - floating in a pure white milk bath. I did this to give the viewer a single point of focus. I chose a model whose face could be an example of today’s (western) ideal of beauty: Even features, a small nose, wide eyes and full lips, (painted in the shade of BELLADONNA brand’s vibrant red).