CAUSMETIC: SOCIAL AWARENESS CAMPAIGN

Excess packaging, specifically of plastics, in the beauty industry is contributing to serious environmental issues. 120 billion units of packaging are produced globally every year by the cosmetic industry alone. This contributes to the loss of 18 million acres of forest annually. For this social awareness campaign, myself and two other group members worked towards creating a campaign that targets big cosmetic companies that use excess packaging, with the goal of exposing how carelessly wasteful they are. I created the posters for this campaign but brought it upon myself to expand on it for my portfolio, creating an Instagram carousel to capture our secondary target audience; the consumers using these cosmetic products. We wanted to create a juxtaposition in this campaign, as these cosmetic products that make our faces pretty and our skin young are also releasing toxins into the air and forming landfills that do not break down naturally, therefore taking away the beauty of our natural world. We took this concept and took inspiration from the many social awareness campaigns about the danger of cigarettes and drugs on the human body, but instead this would flip the roles of excessive packaging waste being the drug that harms the planet. Putting this topic in a format that people recognize helps them relate and care. Keeping the factor of nostalgia adds a small hint if humor to a serious issue that makes it easier for the audience to understand and in turn gain interest.