Max Factor and gloss

Max Factor and gloss 

Max Factor; a talented makeup artist, a wig maker and inventor, worked on and with Hollywood stars for television. He later created the MaxFactor brand to be available to everyday women, not just the famous. In making the brand available, he invented many products of makeup and developed the makeup industry, not only did he create mascaras, eye liner, eye shadows but also lip glosses. "his guiding philosophy was that any woman could be glamorous given the right tools and makeup artistry skills" (MaxFactor, 28.02.16), I like this quote because it suggests a supportive role in makeup for all women. Below are two images from different time periods created by Max Factor for the everyday lady. 

Lip Pomade 'put some on the silver screen stars,' today 'Max effect gloss cube' 

1928

https://maxfactor.co.uk/heritage/the-max-factor-stor, viewed 29.02.16, digital image 

Pan Stick, 'the power to touch up in a flash' Used today

1947

https://maxfactor.co.uk/heritage/the-max-factor-stor, viewed 29.02.16, digital image  

story board remade

I have used nude colours in this story board, as my ideas changed and developed due to experimentation and practice, it is now more about the gloss and the original concept; fleeting. I have also included an example of a Givenchy advert, this is so I can understand the lighting and the model pose that I am aspiring to. The skin is very striking and bright, it stands out among the red lipstick, this draws the attention the contrast of colours, the models nails are also painted a deep red to compliment the lipstick on sale. As my concentration will be on gloss, I will use a bright light to bounce off the shine and make the image about the gloss.  

Practicing the lighting set up on model

Practicing the lighting set up on model 

For the following lighter images I used a three light set up; one light in front of the model with a beauty dish, and two lights behind with soft boxes. In the darker images I used one light; above the model to create a moody feel to the image, I prefer the lighter lighting set up because the image I want to create needs to look fresh and bright. 

These darker images shows the shine on the lips of this makeup, I wanted to create a look on the model that will test the lighting on the shine of the skin, next time when I practice this set up I put more production the skin and eyes and use a soft and bright light.  

Lighting set up using gobo

Lighting set up

What was used:

• gobo attachment on boom
• boom lighting 
• honeycomb lighting behind the model 
• ladder for holding something front of the light to block out a section of the face

1. Can use hands to block out sections of light, this will make a focus on a section of the face 
2. the boom goes in front of the model with spotlight shining on the face 
3. can use slide in the gobo to make effects on the face, such as trees, or patterns
4. a good light to use to make shadows 
5. I don't want to use this lighting set up for my advert due to the darkness of the outcome, I want my image to be bright and fresh looking, I will experiment with different lighting set ups 

An example of a gobo style lighting set up being used in industry; this image is for a make-up ad, and although part of her face is missing, the effect of the makeup is striking against the dark shadow of her face. 

https://uk.pinterest.com/miwamurata359/cosme, 29.02.16, digital image

The fresh face of Givenchy

 http://www.huffingtonpost.com/2014/12/09/julia-roberts-givenchy-campaign_n_6293876.html, viewed 17.02.16, digital image

http://fashion.gearlive.com/chicdish/tag/givenchy, viewed 17.02.16, digital image 

http://www.givenchybeauty.com/en/fragrances/live-irresistible/inspiration, viewed 17.02.16, digital image

Givenchy advert

These Givenchy makeup and beauty adverts show the style of ad I am going to recreate using my own makeup design. In these makeup ads the lighting is bright and fresh and gives a clean and white appearance, the model is normally in a very sophisticated and empowering stance, appearing very simple and elegant. There is also a lot of white space around the model as if it where an editorial, it gives a clear view of the makeup being sold and what it looks like with the rest of the face and shoulders, whether the mode is blonde or brunette the look goes.  

 http://www.skinnygossip.com/community/threads/f-w-2013-campaigns.5885/page-2 

                                                     http://cosmetics.qwriting.qc.cuny.edu

 http://rodeo.net/fiftyscents/2011/07/page/2/

 http://www.marieclaire.co.uk/news/beauty/542633/amanda-seyfried-dons-boyish-disguise-for-givenchy-fragrance-ad.html

 https://uk.pinterest.com/dihanfcbeauty/ads-current-cosmetic-advertisements/

http://www.givenchybeauty.com/en/fragrances/live-irresistible/inspiration

Givenchy fashion heritage

Hubert De Givenchy, known for his elegant haute couture designs and years long relationship with Audrey Hepburn. He was born in to an aristocratic family in France in 1927 and went on to study fashion in school, he then worked for several fashion designers in Paris and opened his own design house in 1952. His debut collection was a hit and featured long skirts, tailored tops that included the 'Bettina Blouse' that was named after Bettina Graziani, in other collections, featured elegant evening gowns, feminine hats and tailored suits and became the synonymous with Parisian chic. In the 60's the Givenchy style changed to shorter hemlines and straighter silhouettes and set new trends in embracing the aspects of youth culture. 

Below is a short story that shows the making of makeup products, whist watching this very short clip it made me think that Givenchy take beauty seriously; it is treated with as much class, elegance and style as fashion. 

https://youtu.be/BSvcX0RZflw?list=PLdhttps://youtu.be/BSvcX0RZflw?list=PLd8liGPS2CWFYdwev4eg1GxMQz-R6MUsn8liGPS2CWFYdwev4eg1GxMQz-R6MUsn

The makeup by Givenchy was launched later in his life, co foundered by Jo Fairley. The design of the makeup overall is based for a sophisticated and independent woman, the colour use is strong and solid, normally with a gloss and in shades of red. In many of the editorials, the makeup looks are sophisticated and calm, there is never too much or an over amount on the face, the attention to detail is immaculate and pristine, and the skin of the model is bright and fresh.  

The little black dress

The little black dress was worn by Audrey Hepburn in a comedy called 'breakfast at Tiffany's,' it is considered to be the most iconic piece of clothing of the 20th century and possibly the most famous little black dress of its all time. 

Style of lighting and model pose for my shoot; study session with Chris

Lighting set up 

In this studio session with Chris, we were given the chance to practice our own lighting set up choices with other members of the group to figure out who would work well under wha lighting set up. This lesson gave me the opportunity to set up my own photo shoot and practice with a few class members with Dani as the model. She is a good model as she feels confident in front of the camera. During this set up practice, Chris let us have a look at a mac book, it was filled with campaigns they had done, and it gave me an insight into how important the quality of the images is. Each image was very professional and bright coloured, with a model suited for the shoot. This is something to aspire to.  

Using this lighting set up we were able to get a bright and professional looking image of Dani, the image on the right was one of the original images taken, using capture one we were able to change the look of the image to make it look more professional and suited for an advert. To do this we increased the contrast and decreased the saturation. This improved the colour of her skin and the brightness of her nails and glittery makeup, I am really pleased with the easy outcome of this image on the left and I will practice this lighting set up to use for my advert images.  

This image is from a mac pro book, I have chosen to look at this image because I want to use a similar pose for my images, I like the idea of having a hand involved with the image and I like the fact she is intending to wipe the makeup off, this gives me more ideas for my fleeting look. 

Givenchy beauty editorial

Givenchy Beauty Editorial 

http://news.jedroot.com/archive/2015/2/18/lucy-bridge-michelle-class-for-wonderland-beauty, 

Givenchy Beauty Editorial for Wonderland magazine, makeup artist Lucy Bridge, nail artist Michelle Class, February/March 18, 2015 

This is a beauty editorial for Wonderland Magazine, for Givenchy, I admire each photo for this editorial because for me it was clear what the artist wanted for the pose, and the photographer and the model have executed the pose well, it clearly shows off colour and good makeup application and design, in each image the makeup and pose are changed slightly, this may have been to get the perfect look for the design wanted. A red lip was the main focus here, and more colour has been injected into the images through eyeshadow, nail varnish and a coloured mascara. The name of this editorial gives away the theme and so colour is a main factor; when I think of the words candy crush, it makes me think of bright pastel colours, and this has been produced subtilely which in my research I have found to be the Givenchy way. Even with a colourful editorial or original concept, the outcome has been sophisticated and pristine. I would like to be able to create a selection of images like the ones above, I want to make the images close ups of the makeup and use bright lighting to get a flawless finish on the skin.  

Three images to represent lighting, cropping and model pose

Lighting 

fresh faced, glowing complexion

The lighting for my shoot will be a medium light; I want the makeup on the model to shine and the skin to appear clear and flawless, this can be created with the lighting set up above. I will practice using the different lighting set ups so I can get the focus perfect on the camera, because I want the image to be a close up of the face and hand I will have to ensure I have practiced the technique so the main focus of the image is clear.  

Cropping

close up on the face  

I want to crop the image so that the face is the main focus in the photo, this way the makeup for the ad is clear and the detail is all there to illustrate the product. 

  

Model Pose 

Looking away, detail on the makeup, hand included

For the model pose, I want it to be a close up image for my advert, this way the product os clear and it also goes with the style of image used for previous Givenchy adverts. I may want to include a hand in the photo; to accentuate the product, or action of the face I want to draw the most attention to. 

Lighting set up practice

Lighting set up

This lighting set up was made using:

• boom light 
• two separate lights 
• two soft boxes connected to the two lights 
• beauty dish
• tripod 
• camera 
• sd card 
• hot shoe

For the lighting set up for the images below I used three lights, one was a boom and the two were holding soft boxes behind the model. After adjusting the lighting I managed to get a darker and light image shown below. I like both images, but for the advert I am trying to create I prefer the darker i image, this is because the lighting has made Matida's skin shine, the overall image looks warmer and it brings out the detail in the hair. 
    

Beauty brands lecture

Beauty Brands lecture (demographics)

Seven brands that changed the face of beauty marketing 

• Started with door to door sales, no adverts at the beginning, example, avon lady made jobs for women and working on beauty counters 

Estee Lauder 

• became an apprentice with a chemist 
• 1947 launched own company because a magazine company turned her down so she sent them door to door

Clinique 

• owned by Estee Lauder 
• concerns about chemicals 
• fragrance free and hypoallergenic 
• put chemicals over the top to mask the smell
• allergy tested? marketing ploy 
• scientific packaging, lab coats and factories 
• mint green-gives medical impression 

Revlon

• convincing women to buy makeup for every season 
• nail varnish with colour, seasonality, chose new colours on the weather, mood 
• makeup because an accessory 

Max Factor 

• selling through celebrities 
• russian-watching him but escapes to america 
• new formulas of makeup for films 
• makeup worn on all women 
• dark lips and thick eye lashes became popular 
• paid the celebrities to appear on his adverts

L'Oreal 

• synthetic dye 
• 20's shorter hair 
• launched a magazine for the women to wait for their hair to set 
• in salons only 

Ponds

• Pharmacist-founder 
• extract cold cream and vanishing cream 
• process and regime becoming popular 
• created skin are campaign 

Dove

• anti ageing 
• advert to appeal to everyday women 
• mask or correct issues on skin 
• questions beauty standards 

Tom Ford Beauty

• seduces you
• uses sex 

In the end it all comes down to money 

Olay is the biggest brand and legacy brand-women trust it 

1. Ads play on conscious and unconscious minds 
2. sex ads Freud's theory 
3. targeting aspiration, persuasion and emotion 
4. gets imagination 
5. need to understand and appeal to target audience 
6. there is a website at the bottom of the ad when the ad is aimed at youth 
7. social networking on ad 
8. selling emotions, lifestyle, attitude 
9. Dove: how the ad makes us feel, comfort, balance, quality, smooth, fresh, clean
10. Clinique: balance, freshness, green, appears simple
11. Olay: uniqueness, quality, heritage, luxurious, perfection 

The Use of colours: 

• distinct colour scheme 
• deliberate
• accentuate an emotion
• is always something that has a unique topic 
• pictures and colours
• colour flow 
• where does it draw the eye?
• does the colour in the background match the colour of the product on sale 

Authentic: focus on the customer    

Advertising versus Editorial; lecture

Advertising versus Editorial lecture 

Fashion, vogue magazine 

• is about selling a lifestyle
• clothes, makeup and hair, accessories 
• taste 
• aspirational 

Adverts

• old fashion makeup ads didn't show any application of makeup, even though it was a makeup ad
• you can see a variety of looks which is the difference between a commercial and an advert

1. Commercial photography (advertising photography) sells a product 
2. Fashion photography seems a lifestyle 
3. Editorial photography sells a story 
4. Beauty photography similar to an editorial, but can sell something else 

Commercial

• convinces the viewer to buy product and that they cannot live without the product 
• selling a product 
• the product is in the commercial 

Editorial: 

• selling a theme or a story 
• beauty editorial has a theme 
• supported by text to tell a story 
• sophisticated 
• beauty blogging-talk about the moment/time and then the product fits in 
• printed magazine, blog, e-zine 
• editorial has to connect and 'go' with the magazine 
• sell a story or dream 
• editorial supports text 

Fashion photography 

• complex lighting for a dramatic look 
• play around with the lighting to find the perfect look for the model 

Glossy and wet look makeup

Glossy and wet look makeup 

Images taken from Pinterest 

This example of a wet look finished makeup shows a good use of shine on the eyes, I admire this look and I want to experiment with different subtle but shiny products to make the finish look a stunning close up like this one. 

I admire this image because although it is very subtle, I also think the makeup is very striking. The main reason I have chosen to look at this image is because the lips show the same ideas hat I have been thinking of for my fleeting concept.

I have chosen to look at this image because I admire the shiny finish, I have concentrated on looking at the wet look style of makeup and this image shows a good example of a professional way of making the face look wet. 

I admire this look because the foundation has a bright shine to it, this makes me think of a wet look foundation, I want to incorporate this wet look finish to my final design. 

I have gathered these images from Pinterest, I think they show a good example of the idea I am trying to get across, I admire the wet look and glossy makeup effect and I want to try this technique on models and face charts. I like the use of colour in the last picture and the metallic finish to the yes, the wet looks at to the metal feel for the design and compliments the overall look and texture with a glossy pink.