Sakurako Iribe


Visual Communication for Gender Inclusive Makeup

Studium: Master Visuelle Kommunikation und digitale Räume
Jahr: 2022
Mentor*innen: Paloma López, Thomas Birchrer, Arno Schubbach


It is a known fact that makeup is a heavily gender-biased industry. However, the responsibility of visual communication regarding this situation is often not mentioned. In fact, it was only after the 19th century that makeup became a feminine practice, and visual communication played a considerable role in the movement by advertising the ultra-feminine image of makeup applied to women.

This research begins with an investigation of why makeup became gendered through Western history and a critical view of cosmetic advertisements in the 20th century. From the early 20th century until now, the public exposure of makeup images relied on advertisements from the cosmetic industry, which resulted in suggesting a high beauty standard and decreased the self-esteem of targeted women. Hence, this research seeks the possibilities of visual communication (campaign poster for gender-inclusive makeup) detached from commercial purposes and using atypical methods for poster creation: illustration.

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