Cosmetic Consciousness Process Manual

Cosmetic Consciousness PROCESS MANUAL This campaign was designed by Alina Chetcuti, Megan Marschall, & Sarah Wang

TABLE OF CONTENTS INTRODUCTION 04 RESEARCH 06 IDENTITY 12 MARKETING 15 ANALYSIS 20 ...

INTRODUCTION

OUR MISSION A NEED TO CAMPAIGN

A MESSAGE TO SEND

It has been stated that there over 100,000 animals are tested on ever year for the sake of creating cosmetics.

These animals are subjected to cruel torture everyday and often die from the testing they are forced to endure.

Companies still choose to test on animals despite the scientific evidence that finds that animal testing for cosmetics is unnecessary. Many consumers are surprised to find out that this practice even still exists, and so they do not even know what they are supporting. This cruel practice has been outlawed by several countries, however it is still legal and practiced by many of the most popular cosmetic companies in the United States.

The animals that are tested on do not have the ability to stand up for themselves, and so we believe that it is our duty to provide a voice for them.

Changing to cruelty-free makeup is easy and affordable. You don’t have to switch to cruelty-free makeup all at once, you can build up your crueltyfree collection one item at a time. Next time you are at Sephora or your local drugstore, try and make the effort to take a look at the cruelty-free brands that are offered- we promise they are just as good (if not better) than brands that test on animals.

A GOAL TO ACCOMPLISH Goals we hope to accomplish through this campaign would be to: - Educate the public on the harsh reality that parts of the cosmetic industry aims to conceal - Show our audience how easy it is to switch to a cruelty-free makeup routine - Encourage our audience to send letters to companies that test on animals

"We are Cosmetic Consciousness and we are here to help glam-queens like you make the transition to cruelty-free makeup."

AN AUDIENCE TO REACH Our audience mainly pertains to females around the age of 13-50. In a broader sense our audience is anyone who buys makeup. To reach this audience we created a color palette and imagery with them in mind. Our aim was to create a friendly campaign so that our audience would feel like they were becoming a part of a community when they joined forces with us.

A STRATEGY TO FOLLOW As mentioned previously, our strategy is to create a friendly atmosphere so that people are encouraged to get involved with our campaign. We did not want to create a campaign that would make people feel bad for buying makeup from companies that test on animals, but rather encouraged them to change their ways.

- Create a community and sense of belonging among the cruelty-free community

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RESEARCH & DEVELOPMENT

RESEARCH Before we could start making our campaign, we needed to find out how to make a campaign. One of the best ways to learn is to look at the best precedented examples from the past— so that is where we started our research. These campaigns offered insight into how a campaign cou be run, and also provided us with information on the subject of animal testing for cosmetic purposes.

1. LUSH FIGHTING AGAINST ANIMAL TESTING Lush is a company that has continuously fought against animal testing for over 30 years. Their campaigns have been informative but mostly are focused on creating a call to action. On Lush’s website they say “Fighting animal testing should be more than a slogan; it needs to be a genuine practice.” On their website, fightinganimaltesting.com, they include a history of animal testing and information on animal testing policies.

2. BE CRUELTY FREE Be Cruelty Free is a campaign launched by the Humane Society and is both an informative campaign and a call to action campaign. Be Cruelty Free uses celebrity sponsors for their campaign in order to create interest and gain attention. On their website they also have apparel and accessories with their slogan “Be Cruelty Free”. Additionally, they have created info-graphics that explain what types of animal testing are carried out in the cosmetic industry and how animal-testing is unnecessary.

In 2012 Lush launched a campaign that targeted the Cosmetics Directive Legislation in the UK. The campaign utilized a unique strategy- live performance art. This caused the campaign to go viral, with the video of the performance reaching over 2 million views on YouTube. Although we chose not to use the same strategy as Lush, we thought it was a creative way for a campaign to gain attention.

3. MAKING NORTH AMERICA CRUELTY FREE This campaign was launched by Cruelty Free International and targets the USA and Canada. On their website they say that the main goals of their campaign are “Lobbying politicians and governments to ban the use of animals in cosmetics testing, encouraging regulators to accept non-animal tests, and mobilizing compassionate citizens through high profile campaigns”. One of their techniques in this campaign was to take a poll in the US regarding the support of animal testing for cosmetic purposes, and they found that “majority believes that testing cosmetics on animals is unethical”.

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RESEARCH To further our research we wrote a 2,500 word editorial on the subject of testing on animals for cosmetic purposes. It was here that we found out imperative information such as why cosmetic testing is done, how it is done, where it is done, and how it can be stopped. This information later helped us create our brochure, direct mailers, and website.

Cosmetic Karma Unmasking the Cruel Reality

Cruelty-Fr By Definition

Cruelty-fr f ee simply means, “not tested on animals.” Now, w you y might be thinking “But, animal testing no longer happens, right?” We W ll, it is estimated that 100,000 to 200,000 animals are still being tested on every single year.2 Many of the makeup brands sold at Sephora, Ulta, and the drugstore still utilize animal testing for f cosmetic purposes.1 However, r many brands hav a e now changed to become cruelty-fr f ee, and many more are making the move to become cruelty-fr f ee. Some of the most popular makeup brands like ELF, F Milani, Ta T rte, and Anastasia Beverly Hills are cruelty-fr f ee.1 With the right info f rmation you y can easily switch your makeup routine to be cruelty fr f ee, and help sav a e the lives of thosands of animals.

The Process of Animal Testing

Cosmetic testing on animals is unfo f rtunately a common occurrence in the United States. It takes place in order to measure the toxic e ects of makeup by applying it onto the skin and/or eyes of animals. e animals most often f used in these tests are mice, rats, rabbits, guinea pigs, and hamsters. ese animals are kept in small cages then tested on in numerous di erent way a s.3 e di erent types y of tests conducted on these animals include skin sensitization, skin irritation/corrosion, eye irritation/corrosion, acute oral toxicity, y acute dermal toxicity, y acute inhalation toxicity, y repeat dose, toxicokinetics, and various reproductive tests.3 ese tests are as unpleasant as they sound, and pain relief is rarely provided for f the animals.3 Below is more info f rmation about how some of these tests are carried out.

Skin sensitization tests for f allergic reactions on skin. In this case, the test substance is applied to or injected into the skin of an animal. If the skin on the animal shows signs of redness, ulcers, scaling, in ammation, and itchiness, the substance is noted to cause allergic reactions.3

Got to love being injected with skin irritants!

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Repeat dose is a test which determines whether repeated exposure of a substance causes any changes in the organs or cells. To T test for f this, a rat is either fo f rce fed f , fo f rced to inhale, or has a substance applied to the skin daily for f either 28 or 90 day a s. At the end of the testing period, the rat is killed and its organs are examined ffor damage.3 Next, let’s learn about acute oral toxicity. y Acute oral toxicity is a 14 day a test to determine how much of a substance an f re half of the exposed animals die. To T animal can swallow befo test for f this, the substance is fed f to rats using a feeding f tube. e rats could experience diarrhea, convulsions, bleeding f om the mouth,, seizures,, paralysis,, or death.3 fr

Reach ffor the pain meds—oh wait.

Finally, y here’s some fa f cts about eye irritation/corrosion. is test is conducted to test for f both irritation (which indicates reversible damage) and corrosion (which indicates severe irreversible damage) of the eyes. In these test, the substance is applied to a rabbit’s eyes. If the eyes show signs of redness, bleeding, ulcers, blindness, or other damage, then the test substance is noted to cause eye irritation or corrosion.3

Various cosmetic companies around the V world perfo f rm these tests every day ay, and reality for f the animals being tested on is cruel. However, r brands do hav a e their reasons as to why they choose to test in this way ay. So, let’s learn a little bit about why some brands choose to test on animals.

Celebrity Spotlight

Brands That D & D Not Test

Loved the look? Want W to see more cruelty-fr f ee makeup looks?

W ll, lucky for We f you y there are plenty of makeup gurus who are constantly creating new and fabulous looks using only cruelty-fr f ee makeup. Below are some popular cruelty-fr f ee beauty gurus who can help to inspire new looks for f you: y

ere is a list of the makeup brands that do not test on animals that can act as an aid to purchase cruelty-fr f ee options,, according to Cruelty-Fr F ee Kitty. y1

D Not Test: 100% Pure Alima Pure Anastasia Beverly Hills Annabella Ardell Ardency Inn Au Natyrale Bareminerals Barry M BeautyBlender Becca BellaPierra Besame BH Cosmetics Bite Blinc Buxom

By Terry Cargo Catrice Chantecaille Charlotte Tilbury Coloured Raine Colourpop Concrete Minerals Cover Fix Dose of Colors Duwop

Elate Elf Ellis Faas Essence Everyday Minerals Eyeko Face Atelier Fairy Girl Fior Cosmetics Gosh Hard Candy Hourglass Ilia Illamasqua It Cosmetics Jane Iredale Jordana Josie Maran Kat Von D Kjaer Weis Koh Gen Do Lili Lolo Marc Jacobs Beauty Marcelle Makeup Geek Melt Milani Milk Makeup Mineral Fusion

Nars Natasha Denona Nudestix OCC Ofra Cosmetics Perfekt Physician Formula Pixi Pure Minerals Real Techniques Red Apple Lipstick Ritual De Fille RMS Beauty Rogue Bunny Rogue Sappho Silk Naturals Sonia Kashuk Sugarpill Tarte ebalm Too Faced Urban Decay Vapor Beauty W3ll People Wet’n’wild Zoeva Zuzu Luxe

at is a long list, but this long list is actually great news. is means that more makeup companies are starting to use alternative makeup testing options. is also means people now hav a e a plethora f ee brands to choose fr f om! It might be hard to of great cruelty-fr remember such a long list, so here is a list of the makeup brands that still do test on animals1— brands that you y might want to av a oid next time yyou shop ffor makeup..

D Test:

Avon Bene t Bobbi Brown Clairol Clinique Cover Girl Dior Essie

Estee Lauder Johnson & Johnson Lancôme L’Oreal MAC Make Up Forever Mary Kay Maybelline

Neutrogena PONDS Revlon Rimmel London Sally Hansen Sephora

With this detailed list of the brands do and do not test on animals, you can feel f more info f rmed about the practices of your y fav a orite brands. Some of the best cruelty-fr f ee brands of 2017 according to Cruelty-Fr F ee Kitty are: Anastasia Beverly Hills, Bite Beauty, y Charlotte Tilbury, y Kat von D, Paci ca, and Ta T rte. Do you y want more? Keep reading to nd out how you y can create this erce 100% cruelty-fr f ee spring look using those brands.

Kristen Leanne4

Get The Look!

Using cruelty-free makeup— Recomended By Cruelty-Free Kitty

Step OneConceal.. One of the most sought after f cruelty-fr f ee concealers of the year according to Cruelty-Fr F ee Kitty is Ta T rte’s Shape Tap T e,, she claims it is opaque yet lightw t eight and super blendable.

Step Tw - Foundati F on. For F perfect f looking skin, Cruelty-Fr F ee Kitty recommends Charlotte Tilbury’s Light Wo W nder foundati f on because it works for f all skin types and meets cruelty-fr f ee standards across the board..

Step Thr - Eyeshadow. w Cruelty-Fr F ee Kitty suggests you try out the Modern Renaissance palette by Anastasia Beverly Hills. e brand is cruelty-fr f ee, and she claims that the eyeshadows are smooth, buttery, y, blendable,, and pigmented.

Step Four- Mascara. To T give your eyes that extra pop, Cruelty-Fr F ee Kitty recommends you grab Paci ca’s “Lights, Camera, Lashes” mascara as a solid cruelty-fr f ee mascara option. She say a s the mascara is a ordable, natural, and the best crueltyf ee drugstore mascara. fr Step Fi - Lips. Cruelty-Fr F ee Kitty recommends you take a look at the Amuse Bouche Lipstick by Bite Beauty as a cruelty-fr f ee lipstick option because the lipsticks are creamy, y moisturizing, and they last a long time on yyour lips.

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Kristen Leanne is a cruelty-fr f ee beauty blogger with over 500k instagram fo f llow owers.. Her You Y uTube channel has countless makeup tutorials featu f ring only crueltyf ee products. is beauty guru is fr spunky and humorous with a hint of colorful hair and tattoos.

Tasha Combs7

Tasha Combs is a cruelty-fr T f ee beauty blogger who runs Logical Harmony ny, a successful f cruelty-f t free blog. T Tasha Combs covers it all; makeup,, hair, r, skin, and lifes f tyl y e.

Tasha has many natural looking T cruelty-fr f ee makeup tutorials on her Y Youtube channel.

Roxe e Arisa6

Roxette Arisa is a cruelty-fr f ee beauty blogger with a top ten, award-winning cruelty-fr f ee beauty, y, lifes f tyl y e,, and fashion blog— My Beauty Bunny. y Although Roxette Ari not the founde f Bun

Q&A

Are all cosmetics that are made in China tested on animals?

No. Even though cosmetics that are sold in China are required to be tested on animals, the products that are just made there are not required to be tested on animals.1 If something is vegan, does that mean it is cruelty-free?

Not necessarily, y because although vegan companies are often f cruelty-fr f ee, it does not automatically mean it’s cruelty-fr f ee!1 A product being vegan means animals are not used in the fo f rmula itself, f so technically the product can be tested on animals and still considered vegan.

Does shopping for cruelty-f ree makeup cost a lot of money? some of the most a ordable brands are cruelty-free. E.L.F. and Wet n’ Wild cosmetics are cruelty-free and generally under $10.

What’s an easy way to introduce cruelty-free makeup in my makeup routine? e beauty gurus mentioned previously provide excellent examples of cruelty-fr f ee makeup looks.

Another easy way a to introduce and try cruelty-fr f ee makeup can be through subscribing to a cruelty-fr f ee makeup subscription box like Petit Vou V r.

How can I know if a company truly does not test on animals?

According to PETA T , companies are trying to be as transparent as possible to gain consumer trust nd loyalty. y If a cosmetic company has publically nounced and states in writing that their company longer tests their cosmetics on animals,, they would risk the chance of lawsuits; so their statement is likely legitimate.5

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RESEARCH

Why Are Animals Tested On?

Alternati s t Animal Testing

I’m in the store about to buy a cosmetic product and I’m not sure if the cosmetic product is cruelty-free. How can I tell if the product is cruelty-free? look for f one of the three cruelty-fr f ee logos (as seen below) on the product. Any other logo is uno cial. To T be sure, you could also double check with Cruelty-Fr F ee Kitty on their website.

(Logos ffrom left f to right: Cruelty-Fr F ee International, PETA T , Choose Cruelty-Fr F ee) Is animal testing animal abuse?

According to sources, “A “ nimal abuse laws don’t apply to laboratory animals. is double standard has no real basis.

Animal abuse is animal abuse, and all animals can experience pain and su ering.”1 With this new knowledge about cosmetic testing on animals, y can now be more aware and conscious about your you y cosmetic consumption and consider your cruelty-fr f ee options next time you are at Sephora or the cosmetic aisle in Walg W reens.

What El Can You D ?

May aybe you y are thinking of switching your makeup routine to be cruelty-fr f ee, but also want to know if there is anything else you can do to help the cause. Cosmetic brands will consider not testing on animals if their consumers start to voice their concerns about animal testing to them. is way ay, the cosmetic companies who still test on animals can understand that f ee cosmetics is important to their customers. having cruelty-fr T voice your To y concerns, something along the lines of, f “Sorry, y (insert brand here), but I hav a e stopped buying your products y but because you smear not because your red lipstick is patchy, it on rabbits’ eyes” could do the trick. A phone call or email y stance on cruelty-fr f ee cosmetics like this will that voices your allow brands to understand the exact reason they are losing customers. Every company who chooses to switch to crueltyf ee testing is the equivalent of hundreds of animals’ lives fr sav a ed. Simply voicing your y concerns to these companies can really make a di erence if enough people do it, so why not hav a e your y voice heard?

Now, w it is all up to you of course. You Y may a choose that shopping uelty-fr f ee is too di cult, and that’s okay ay. But the h y can help you y make the transition to if you y choose to do so.

Skincare

Animal testing in cosmetics is nott only limited to makeup. It is also carried out for f skincare products as well. It is important that the ingredients are safe f for f human use, so skincare products are tested for f any ingredients that can cause skin irritation or rashes. is means that there is an even longer list of companies that utilize animal testing if skincare products are considered. However, r like makeup, there are alternatives to testing for f skincare products. Below is a list of skincare brands sourced fr f om the website Cruelty-Fr F ee Kitty that hav a been thoroughly researched and proven to be cruelty-fr f ee.

Alba Botanica Paci ca Kiss My Face Acure Organics Yes To Desert Essence Avalon Organics Andalou Naturals Nip + Fab Nourish Organic Derma E Aubrey Organics Queen Helene Paula’s Choice Ole Henriksen Glossier Pai

Mad Hippie Juicebeauty Korres Dr. Hauschka S.W. Basics Supergoop Blissoma Indielee Renee Rouleau Coola One Love Organics Meow Meow Tweet Sibu Oz Naturals Suntegrity Farmacy Murad

Ren Derm Sunday Riley Tatcha Tata Harper Evelom Drunkelephant Dralkaitis Rodial Kahina Giving Beauty Mukti Goop Osea Radical Skincare Dermadoctor Kate Somerville

As mentioned previously, the writing of our editorial allowed us to do extensive research on the topic.

Some of the most important information we uncovered was the various types of animal-testing that cosmetic companies carry out. An excerpt from our editorial that discusses this reads,

“Repeat dose is a test which determines whether repeated exposure of a substance causes any changes in the organs or cells. To test for this, a rat is either force fed, forced to inhale, or has a substance applied to the skin daily for either 28 or 90 days. At the end of the testing period, the rat is killed and its organs are examined for damage.3” Not only did we learn about tests such as these, but we also learned vital information such as the fact that there are great alternatives to animaltesting, and many other facts that we brought up throughout our campaign.

Sources: 1. Cruelty-Free Kitty (crueltyfreekitty.com/) 2. Humane Society International (hsi.org) 3. e Humane Society of the United States (humanesociety.org/) 4. Kristen Leanne (youtube.com/channel/UCUHIrjWu6GDtkg03fDG7Q) 5. PETA (peta.org) 6. Roxette Arisa Beauty Bunny (youtube.com/user/mybeautybunny) 7. Tasha Combs (youtube.com/user/logicalharmonydotnet)

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In addition to our research, the editorial also allowed us to take high quality photographs of various makeup products. These photographs seen in the editorial were later stylized to become part of our graphic standard icon series shown on page 14 of the process manual.

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DEVELOPING AN IDENTITY

Our first initial sketches of our logo. Here we were attempting to morph the bunnies ears into the letter “C”.

Later development of the logo using a makeup compact as inspiration. Here we are getting closer to the finalized draft.

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Our first task in creating an identity was to create a campaign name. We had several different ideas for names— such as makeup morals, makeup mouse, beauty bunny and others. However, the name we decided on was Cosmetic Consciousness. We felt that it embodied our campaign the best because it encouraged our audience to consciously think of what makeup they were purchasing. We next began the process of creating a logo. When we were developing our logo we first drafted several different concepts. We sketched different animals that are most commonly subjected to cosmetic testing (like a rat and a guinea pig), but decided on using a bunny because we found that bunnies are the animal that is most associated with the cause. Once we knew that we wanted to use a bunny to represent our campaign, we had to come up with a clever and unique way to present the bunny because many other campaigns have bunnies in their logo. At first we tried to incorporate the bunny’s ears into the text, but we decided that would be too complicated because we wanted the icon to be able stand on it’s own as well. We then came up with the idea of using a reflection of the bunny because the goal of our campaign is to encourage consumers to reflect on their own shopping habits and the effects they have. We decided to use the circular shape of a compact mirror, because compacts are often associated with makeup as well. We then began to draft what would become our final logo and moved to creating the refined digital version.

BROCHURE

In our initial stages of creating a campaign we also began to draft a brochure. Here you can see our sketches of some of our ideas regarding the different ways we proposed we could make a brochure. We ultimately decided to use a makeup compact as inspiration again because we wanted our brochure to be consistent with the logo we developed.

DIGITAL LOGO

CREATING DIGITAL ROUGH DRAFTS

Below are some of the digital roughs that did not make it into the final production. We loved the idea of a makeup compact as our logo, but it was not simple or clean enough to be a great logo.

Cosmetic Consciousness

When we began to draft the digital version of the logo we realized that using a full compact would make the logo unnecessarily complicated and when sized down the bunny would not appear clearly. Our solution to this was to just include the top half of a compact, instead of the whole thing. Next we had to decide on a bunny to use in our logo. At first we went with a more “hand drawn” appearance because we thought it would have a friendlier feel— but again, it did not look good when sized down. We decided to go with a silhouette of a realistic bunny instead because it had a cleaner appearance and looked good in any size. The next steps were to decide on a font and color scheme. We tested out our logo with hand written, serif, and sans serif fonts (as seen on the left). We liked the appearance of the hand written fonts but thought that it could be hard to read in some situations, so we decided to use the a sans serif font called “Josefin Sans” for our logo. After testing out some different colors, we decided that shades of magenta worked best with the look and feel that we were going for because magenta is both friendly and visually interesting. We also thought that it would work well with our target audience which we had decided would be mostly females.

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IDENTITY

LOGO We created this logo to represent the self reflection of purchasing animaltested cosmetic products. This logo is the abstracted version of a rabbit looking at itself in the mirror of a makeup compact.

We chose a rabbit as our logo animal because rabbits are one of the main animals tested on for cosmetic purposes, and also because rabbits are more of a publicly-liked animal than mice or rats. Our font is Josefin Sans, and this is because it is a trendy sans serif with a circular look to match with our circular rabbit logo.

A)

B)

Directly to the right, you will see the four appropriate logos Cosmetic Consciousness has developed. From topdown the logos are:

A)

Standard logo; used on everything unless otherwise specified by the alternate logos below.

B)

Reversed out logo; used on dark backgrounds such as black, dark gray, 75% magenta, and 100% magenta.

C)

Text-less logo; used in places where the full logo will not look good, or where the title Cosmetic Consciousness already is stated on the same page.

D)

All magenta text-less logo; used on our makeup bags or other screen-printed materials. Only the magenta is used to save on screen printing costs.

C)

Cosmetic Consciousness Cosmetic Consciousness C Co

LOGO MISUSE Cosmetic Consciousness

Cosmetic Consciousness Cosmetic Consciousness

Cosmetic Consciousness

D)

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COLOR

FONT

Below are the various colors of our visual language. We chose these colors to keep it feminine yet edgy. Additionally, keeping it to shades of magenta and black will keep printing costs lower.

C: 0 % M: 100% Y:0% K: 0 %

C: 0 % M:0% Y:0% K: 40%

C: 0 % M: 75% Y:0% K: 0 %

C: 0 % M:0% Y:0% K: 100%%

C: 0 % M: 50 % Y:0% K: 0 %

C: 0 % M:0% Y:0% K: 0 %

C: 0 % M: 20% Y:0% K: 0 %

ICONS

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Josefin Sans Light Josefin Sans is a clean and modern sans serif font. Josefin Sans light is used for all body copy.

Josefin Sans Bold Josefin Sans is a clean and modern sans serif font. Josefin Sans bold is used to bring attention to specific areas in body copy.

Lemon Tuesday Lemon Tuesday is a fun and edgy font that resembles scribbled eyeliner or lipstick. It is used for certain headline text, as well as our tagline “Cruelty-Free Is The New Look�

MARKETING

THE ENTIRE MARKETING SET Marketing materials are an essential element to our campaign, as they will be used to educate the public about crueltyfree makeup consumption, as well as create a community of people who support cruelty-free cosmetics. Materials such as our brochure and website will help to educate the public about the concept of crueltyfree, and our merchandise will create a community with a sense of involvement for all those who wear/use the shirts, stickers, and makeup bags.

BUDGET The overall budget for our campaign is $135,000 to start off (contingent on not purchasing billboard space).

We chose this budget based off of the money that we expect to receive from investors and fundraising, then factored that into an estimated cost of all promotional and design costs.

MATERIAL

DIMENSIONS

QUANTITY

COST

Brochures

4” circle tri-fold

2,000

$625

T-shirts

front/back womens size

1,000

$7,000

Makeup Bags

9” x 5.7”

500

$2,500

Posters

11” x 17”

1,000

$244

Bus Shelters

3.85’ x 5.82’

200

$120,000/month

Stickers

2” circles on 8.5”x11” sheets 1,000 sheets

$668

Business System

Standard sizes

500 sets

$150

Flyers/Mailers & Coupons 6” x 4” & 6” x 2.5”

2,000 all together

$350

Billboard

48’x14’

200

$1,680,00/month

Website

N/A

1

$36/yr.

Total (billboard): $1,811,573 Total (no billboard): $131,573

MERCHANDISE As stated previously, our merchandise is designed with the idea of creating a community in mind. Our shirts and makeup bags have the statement “Cruelty-Free is The New Look” printed on them. This statement is to let the wearers brag that they use cruelty-free makeup, and to make other people wish to be included in the trend. By creating a cool-factor amongst cruelty-free makeup wearers, it will hopefully encourage the animal-testing makeup companies to switch to cruelty-free testing practices to maintain customers.

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T-SHIRTS

MAKEUP BAGS

STICKERS

POSTERS

BROCHURE

Our printed materials are another important part of our campaign, because they really reinforce our branding, bring people to our website, and encourage people to shop cruelty-free. The Brochure is one of our most educational printed materials, as it explains who we are, how to shop cruelty-free, and it lists the brands that do and don’t test. We designed it to be small and portable like a makeup compact, so people can always have the cruelty-free shopping know-how with them wherever they go. Another favorite printed piece of ours is our coupons, which come in the mail and inside our makeup bags after purchase. These coupons showcase our branding, and more importantly encourage people to shop cruelty-free by offering 20% off any cruelty-free makeup product in select stores.

We are CosmeticConsciousness, and we’re here to helpglam-queens like you make the transition to cruelty-free makeup.

Cosmetic Consciousness

PRINTED MATERIALS

Why You Should Care Our organization works to brin g light to the cruel reality of animal testing for cosmetics. Over 200,000 animals are tested on each year for the purpose of cosmetic production. These animals are often tortured for weeks or even months and are then killed after they have “served their purpose”. Various cosmetic companies around the world perform these tests everyday, and reality for the animals being tested on is grim. However, there are several countries and companies that have pledged to ban animal testing for cosmeticc purposes and with your help we can work to make entirely. k it disappear p

What You Can Do What can be done about all of the animal testing that is still being done? Try to purchase cruelty-free makeup. By purchasing cruelty-free, you are not only punishing the animal-testing brands by decreasing their profits, but you are also rewarding the cruelty-free brands by increasing their profits—It’s a win-win situation.In additionto purchasing more cruelty-free makeup, you can also help the cause by voicing your concerns to the companies who test on animals.

Our Message Changing to cruelty-free makeup is easy and affordable. You don’t have to make the switch to cruelty-free makeup all at once; you can build up your cruelty-free makeup collection one item at a time. Next time you are at Sephora or your local drugstore, try and make the effort to take a look at the cruelty-free brands that are offered— we promise they are just as good (If not better) than brands that test on animals!

Cosmetic Conciousness

Cosmetic Conciousness

CosmeticConciousness. org

CosmeticConsciousness 1234 CosmeticCourt Davis, CA 95616 CosmeticConsciousness.org

How To Choose Cruelty-Free There are two basic ways to know if a product is cruelty-free. The first way is to simply check online; you can google it, or go to our website, CosmeticConsciousness.org to find a list of all the cruelty-free makeup brands. The other way to be sure that brand is cruelty-free is to check the label for one of the three cruelty-free logos (as seen below.) Any other logo is unofficial and therefore not guaranteed to be cruelty-free.

Popular brands that DO NOT test: Anastasia Beverly Hills Bareminerals BH Cosmetics Colourpop Elf Kat Von D Marc Jacobs Beauty Makeup Geek Milani

Popular brands that DO test: Avon Benefit Clinique Cover Girl Lancôme L'Oreal

20% OFF

Nars NYX Real Techniq ues Sonia Kashuk Tarte Too Faced Urban Decay Wet’n’wild

MAC Maybelline Neutrogena Revlon Rimmel London

CosmeticConciousness. org

any cruelty-free makeup product Cosmetic Conciousness

COUPONS

Offer valid Jun. 2017 – Aug. 20

20% OFF

any cruelty-free makeup product Cosmetic Conciousness Offer valid Jun. 2017 – Aug. 20

Offervalidin selectdrugstores , Sephora, and Ulta. Visit CosmeticConsciousness.orgfor more details. Extensive list of cruelty-free makeup brands this offer applies to is also available on our website

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PRINTED MATERIALS: CONTINUED MAILERS

BUSINESS SYSTEM

Cosmetic Consciousness We’re CosmeticConsciousness, and we’re here to help glam-queenskeli you make the transitionto cruelty-free makeup.

Cosmetic Consciousness (123) 456-7890 CosmeticConsciousness.o rg

sness CosmeticConsciousness 1234 CosmeticCourt Davis, CA 95616

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(123) 456-7890 CosmeticConsciousness.o rg

CosmeticConsciousness 1234 CosmeticCourt Davis, CA 95616

CosmeticConsciousness.o rg

meticConsciousness.o rg

Cosmetic Consciousness

PUBLIC ADVERTISEMENTS Our public advertisements serve the purpose of brand reinforcement, and education. This is because the bus shelters and billboards lead people to our website, which is arguably the most educational tool of our whole campaign.

Our website includes our mission statement, facts about animal testing, information about the alternatives to animal testing, the all-important lists of brands that do and don’t test, our coupon, cruelty-free beauty gurus to follow and learn from, and even more. Essentially, our website is a compilation of every resource we want to offer people to help educate them about being conscious about their cosmetic choices.

BUS SHELTERS

WEBSITE

BILLBOARDS

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ANALYSIS

DESIGN ANALYSIS: ALINA CHETCUTI JOB DESCRIPTION In this project, my role was to help lead the group in the declaration of timelines for each designed material. Additionally, I was one of the members who wrote much of the content in the editorial, and other textheavy materials. Furthermore, I also designed about a third of the printed materials; as our group split the designing of individual materials up among group-members.

DESIGN PROBLEM & INCITED ACTION Cosmetic Consciousness is a campaign regarding cosmetic testing on animals, specifically makeup testing on animals. The campaign will inform our audience of how cosmetic testing is done, why it is done, and how it can be stopped. Our campaign will utilize brochures, fliers, stickers, coupons, bus shelters, t-shirts, makeup bags, posters, and a website to spread our message. The desired end result for our campaign would be for more young women to be conscious about their cosmetic choices; which would in-turn benefit the cruelty-free cosmetic brands, while hindering the brands who still test on animals. The ultimate success of our campaign would be for young women to really think it’s cool to wear cruelty-free makeup, flaunt their cruelty-free look with our merchandise, (shirts, makeup bags, and stickers) and further spread the trend to the point that more brands want to make the switch to cruelty-free testing.

In order to incite this action, we want to educate young women about the horrors of animal testing for cosmetic purposes. This would hopefully make them more conscious about their cosmetic purchases. We would next educate them about the abundance of cruelty-free makeup brands that are already out there; this will help make their transition easy enough for them to really take action. The final step is to have them wear our merchandise, which causes a sense of inclusion for wearing cruelty-free makeup. Other people will want to be part of the trend, and this is how we plan to incite more support which leads to more action.

RESEARCH & IMPLEMENTATION Much of our research began with our own personal experiences with cruelty-free makeup consumption, further research was carried out in the form of case studies, and our final research was conducted when writing the content for our editorial. As far as our personal experiences went, we all had a similar conclusion— we knew about the issue of animal testing, but none of us ever really thought about it enough when shopping for makeup. We were not conscious about our cosmetic choices, hence the name of our campaign. Further research done through case studies and the writing of our editorial taught us about the numbers of animals who

are killed though cosmetic testing every year, the various horrible tests that are used on animals, the reasons companies still test on animals, the brands that do and do not test, and the fact that there are a plethora of alternatives to animal testing that actually work better in determining how the chemicals react on human skin.

In the end, this research helped us conclude that the issue is a mixture of people, (a) not being fully educated on the topic, and (b) simply not caring enough. To address these issues, we chose to take an educational approach, as well as an inclusion approach. We want to educate people on how to easily switch to cruelty-free, but we also want to make wearing cruelty-free cool and inclusive by using the tagline “Cruelty-free is the new look.”

PLANNING If Cosmetic Consciousness were to be be realized into an actual campaign, some of the main planning that would need to be done would be budget planning. First and foremost, we would need to create a pitch for investors in order to raise our initial funds. Our internal resources who would be planning this would be ourselves, and most likely a partner who specializes in economics. After raising our initial funds from investors, we plan to maintain our campaign using money obtained through the sales of our merchandise.

COMMUNICATION If Cosmetic Consciousness were to be a real campaign in the future, the communication between us and other parties would be essential to help with the inclusion aspect of our campaign— in other words, we would need help from other people to make wearing cruelty-free makeup seem as cool as possible. The other parties we would plan to reach out to include YouTube beauty gurus, and celebrities who are already interested in cruelty-free cosmetics. The YouTubers who already have a following from the makeup community would be a huge help, as their followers fit exactly into our target audience.

In order to ensure that these parties take action to help us, we would begin by sending them free merchandise and a letter asking if they would like to partner with us. We would only reach out to people who we know care about cruelty-free, as they would be more likely to partner with us simply to help the cause. For those who ask for more than just free merchandise, we could ask our partnered cruelty-free makeup brands to potentially send them free or discounted makeup as well.

IMPROVEMENTS FOR FUTURE IMPLEMENTATION To further improve our campaign before implementation, it would be important to carry out more user testing of our tagline, as well as merchandise styles. We would want as many people as possible to want to buy our merchandise (because it’s so cute they have to have it), so having the best shirt styles, makeup bags, and stickers would be extremely important. We could set up various design layouts on a variety of shirt types, then ask people in our target audience to choose what they would wear/use out of those options. Additionally, the production of a real website that is more than a mock-up would really help make our campaign tangible. Most of our design materials have our website written on the bottom to help our audience get more information, thus it would be essential to have an exceptional website to further educate our audience using facts about the realities of cruel testing, our lists of brands that do and do not test, and many other resources we plan to include.

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DESIGN ANALYSIS: MEGAN MARSCHALL JOB DESCRIPTION In this project, I took part in researching and creating content as well as working on the visual designs. I first researched other campaigns like ours, and then wrote half of our editorial and part of our campaign proposal. Additionally, I worked on creating the icons for our identity, the campaign website, and the business system.

DESIGN PROBLEM & INCITED ACTION Cosmetic Consciousness is a campaign regarding cosmetic testing on animals, specifically makeup testing on animals. The campaign will inform our audience of how cosmetic testing is done, why it is done, and how it can be stopped. Our campaign will utilize brochures, fliers, stickers, coupons, bus shelters, t-shirts, makeup bags, posters, and a website to spread our message.

The desired outcome of our campaign would be to significantly reduce the amount of business that companies that test on animals receive­— and ultimately see these companies pledge to be crueltyfree. To do this, our approach was to create a campaign that was both informational and a call to action. This is because in order for consumers to take action they need to know the horrors that the cosmetic industry tries to hide. We planned to create interest by taking a friendly approach; one that shows that switching to cruelty-free makeup is easy and affordable. This way, our audience would feel like they were part of a positive community and would be encouraged to try to make a change.

RESEARCH & IMPLEMENTATION For this campaign, it was important that we heavily researched the subject because there is a lot of information regarding testing for cosmetic purposes. We needed to know why cosmetic testing existed, who did it, how it was done, where it had been banned, and how it could be banned worldwide. Furthermore, we needed to find a way to make this amount of information easy for our audience to understand in a relatively short period of time. This led us to researching how other campaigns had structured their content and information design. It was from the inspiration of other campaigns that we found out what information was vital for our audience to know and what ways we wanted to present it.

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PLANNING In order for our campaign to function we would need some sort of funding so that we could freely hand out brochures, fliers, and other items that would allow us to spread the message of our campaign.

Our ideal investors would be cruelty-free cosmetic companies that are looking to sponsor us because we would shed light on them in a positive way. Another tactic would be to team up with an animal rights organization like the humane society that already have investors who could financially support our campaign.

COMMUNICATION If we were to take Cosmetic Consciousness to the next steps, we would want to be in communication with popular makeup influencers.

This way we could create interest and spread the word about our campaign through social media. There are makeup artists on YouTube who have millions of subscribers, if we could tap into just a part of that it would be tremendously helpful. To do this we would have to reach out to several influencers who have shown interest in shopping crueltyfree in order to hopefully get a response from one of them. We would need to make our campaign sounds as appealing as possible, so that the influencer would want to be associated with our work. Another way to work our way in would be to send the influencer cruelty free makeup and ask them to do a review of the products in a post or video— a lot of YouTubers already do review videos on products that are sent to them by companies, so this would be similar to that.

In order to ensure that these parties take action to help us, we would begin by sending them free merchandise and a letter asking if they would like to partner with us. We would only reach out to people who we know care about cruelty-free, as they would be more likely to partner with us simply to help the cause. For those who ask for more than just free merchandise, we could ask our partnered cruelty-free makeup brands to potentially send them free or discounted makeup as well.

IMPROVEMENTS FOR FUTURE IMPLEMENTATION The next step in our campaign would be to conduct user testing. We would need to gather a group of people from our target audience and see how they react to our slogan, logo, and the general look/feel of our campaign. We would ask them how they felt about our approach, and what they would change in order to make the message of our campaign reach the audience. One important question we would have to ask would be if they would be willing to donate money or purchase our products after seeing our campaign. After getting the results from several rounds of user testing, we would then go back and rework the main concerns that were raised as a result of the testing.

Once we would have the further refined mock-ups we would conduct user testing again and see if we got a more positive result.

DESIGN ANALYSIS: SARAH WANG IMPROVEMENTS FOR FUTURE IMPLEMENTATION To further improve our campaign before implementation, it would be important to carry out more user testing of our tagline, as well as further user testing the design and style of our merchandise across genders. We would want as many people as possible to want to buy our merchandise and product and support our cause through charitable donations, so having the best designs and styles in our swag (shirts, makeup bags, and stickers) would be extremely important. To test our overall designs and styles with a larger audience, we would conduct further interviews with people in our target audience to choose what they would wear/use out of those options and what else they would like to see as products and if they had any further suggestions for us. Additionally, the production of a real website that is more than a clickable mock-up would really help make our campaign tangible. Most of our design materials have our website written on the bottom to help our audience get more information, thus it would be essential to have an exceptional website to further educate our audience using all the accurate and unbiased information we have learned and gathered to educate our audience.

JOB DESCRIPTION In this project, my main role was to help lead the group by defining goals for designed materials. Additionally, my main role was also to help edit text-heavy content, help photograph and Photoshop half of the imagery, and help finalize designs in the campaign. I also designed much of the main, but simpler designs, such as the logo, posters, and stickers, with the help and contribution of my teammates’ inputs of course. Furthermore, I also designed about a third of the rest of the printed materials; as our group split the designing of individual materials up among group-members.

DESIGN PROBLEM & INCITED ACTION Cosmetic Consciousness is an awareness campaign with a call-to-action aspect regarding cosmetic testing on animals, specifically makeup testing on animals.

Cosmetic Consciousness will inform our audience of the cruel practices of the cosmetic testing on animals in the cosmetic industry. Cosmetic Consciousness will utilize brand ambassadors, brochures, fliers, stickers, coupons, posters, bus shelters, billboards, t-shirts, makeup bags, and a website specially and specifically designed to spread our message to live a cruelty-free makeup life across the United States. The desired end result for Cosmetic Consciousness would be for more people, specifically women because women purchase the most makeup, to be conscious about their cosmetic choices and for brands who still do test on animals to switch over to cruelty-free practices.

The ultimate success of Cosmetic Consciousness would be for women to realize that not only can they be the voice to encourage change in cruel cosmetic industry practices, but they can also make an easy conscious decision to not support cruel cosmetic industry practices by simply purchasing cruelty-free makeup. We hope that our audience will start their transition over to the crueltyfree makeup lifestyle by flaunting their new cruelty-free makeup lifestyle through Cosmetic Consciousness’ product line. The product line includes stylish shirts, makeup bags with cruelty-free freebies sponsored by makeup lines that support our cause and that want to partner with us to also promote their cruelty-free makeup, and stickers that all sport the idea of a cruelty-free cosmetic and makeup lifestyle, further supporting Cosmetic Consciousness’s cause. Through supporters flaunting Cosmetic Consciousness products, we hope that this will also further spread a trend for makeup consumers to switch to a cruelty-free makeup lifestyle and makeup brands to switch to cruelty-free.

RESEARCH & IMPLEMENTATION Much of our research began with our own personal experiences as women who consume makeup on a regular basis. We all knew that the issue of cosmetic testing on animals still existed and that there are cruelty-free makeup options for us to purchase and use instead, so why were we not making a more conscious

effort to use only cruelty-free makeup options? Through all our extensive research, we realized that the topic of cosmetic testing on animals, specifically makeup testing on animals has just not been brought up enough to make us all consciously think about how our makeup is being produced or how we can make a more conscious decision to be better informed of cruelty-free makeup brands.

We implemented our new-found knowledge of this information about the cruel practices of cosmetic testing on animals in the form of case studies, the content of an editorial, and throughout the rest of our campaign to educate our audience.

PLANNING If Cosmetic Consciousness were to be implemented into an actual campaign, some of the main planning that would need to be done would be budget planning. First and foremost, we would need to create a pitch for investors in order to raise our initial funds. To get investors interested, we would raise funds in charity campaigns on GoFundMe and Kickstarter to show investors that the campaign is worth investing in. Our internal resources would initially include investors and ourselves as Board of Directors/CEOS, a CFO who specializes in business analytics, accounting, and financial planning, and branches of managing systems specializing in the areas of mitigation, operations, training and education, corporate services, and project management. After raising our initial funds from investors, we plan to maintain our campaign using money obtained through the sales of our products and merchandise.

COMMUNICATION If Cosmetic Consciousness were to be actualized into a real campaign in the future, the communication between us and other parties, such as our investors, sponsors, and brand ambassadors, would be essential to help with the inclusion aspect of our campaign. In other words, we would need help from other our investors, sponsors, and brand ambassadors to make wearing cruelty-free makeup seem as cool and as easy as possible. Other parties we would plan to reach out to include YouTube beauty gurus, and celebrities who are already interested in cruelty-free cosmetics. The YouTubers who already have a following from the makeup community would be a huge help, as their followers would generally fit into our target audience. In order to ensure that these parties take action to help us, we would begin by sending them information about our campaign and a personalized letter asking if they would be interested in partnering with us and our cause along with samples of our materials and swag in a personalized Cosmetic Consciousness package. We would only reach out to people who we know care about cruelty-free, as they would be most likely to partner with us to help the cause as it is a cause they already support. We would include our business card to our operations manager and request that they contact us for more information if they are interested.

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