Makeup: as a form of identity and creative expression - Deepstash

Makeup: as a form of identity and creative expression

Many famous beauty bloggers and influencers, for example, use makeup as a way to express themselves creatively rather than associate with femininity.

Studies reveal that gender to be a type of performance taken on by a person in how they express their identity. When makeup and cosmetics are brought into the conversation of that performance, the stereotype or ideation that cosmetics are feminine are transgressed as a means of expressing the personalization of one's gender identity.

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MORE IDEAS FROM Gender Identity: How the cosmetics industry is seeing more men wearing makeup

Brands aim to be more gender inclusive

Today, many brands are acknowledging a need for gender fluidity in cosmetics; this means cosmetics brands can market to an entirely new demographic, resulting in an increase in sales).

Historically, makeup was never something associated with gender in the first place. In Ancient Egypt, for example, the use of eyeliner and other cosmetics was a sign of wealth—usually one that men donned to signal their status to passerby’s and strangers. In more recent history, people in the LGBTQ+ community have always used makeup as a way to connect with femininity and identity in a way they could not without it.

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An old concept

Beauty supplements aren’t a new concept. We've been able to buy hair and nail formulas for decades at the drugstore.

The supplements, from vitamin ingredients like biotin, zinc, folic acid, vitamin C, to botanicals like oils, saw palmetto, ashwagandha, green tea, and turmeric, have different formulas that claim they will make you look better or younger. 

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Cosmetics Of Ancient Egypt

Cosmetics can be found in most societies on earth. In ancient Egypt, men and women used cosmetic materials such as kohl and henna. Dark green, black or blue kohl was used to decorate the eyes to ward off the evil eye. Scientists now believe the lead in this makeup killed bacteria, keeping wearers healthier.

Egyptians also used castor oil as a protective balm and used creams consisting of beeswax, olive oil, rosewater and more.

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Visual identity is what you see

When it comes to branding, potential customers feel that what you see is what you get. What you see is the brand's visual identity.

Visual identity is the impression you create through visible elements of your brand. Images are powerful because they speak on an emotional level. It is then important to ensure your visuals are communicating accurately.

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Visual identity can help to tell your brand's story.

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