Category: Makeup

Introduction:

The beauty industry is growing larger and larger each day by Billions of dollars. In the past most of its consumers are females and there was a wide pool of money generated from females alone. However, in the 21 century, more and more men are increasingly becoming interested in shaping their own appearance. This encouraged me to conduct this case study based on a makeup brand called Huda Beauty the makeup industry and how it managed to position itself to be one of the top makeup brands in the beauty world.

My favorite brand is Huda beauty cosmetics a makeup brand by a Middle Eastern blogger and makeup artist called Huda Kattan originally from Iraq. She launched her line in 2010 after experiencing a massive success on her social media platforms as she become number one beauty Instagram account in the world reaching over 29.2 million followers and still growing (Kattan). This brand is my favorite cosmetic brand in the whole makeup industry, to me, Huda beauty is more than a makeup brand its success encourages me to work hard and want more for myself as it set by a woman and most importantly Middle Eastern women. Seeing the successes this brand reached changed my views and mindset as now I feel like if she did it I can too which is really empowering. Huda beauty hit Mile stone for every Arab woman as motivation to follow our dreams and fight the norms of the typical Arab woman. I also like Huda beauty makeup brand as it has amazing products that I use religiously from her FauxFilter foundation which changed the game in the industry it comes in 30 diverse skin shades to the amazing Rose Gold Remastered eye shadow Palette and its more special as each shade of it has an interesting name that is based on the Arabic culture. Most of her products allow me to enhance my features and be creative which is the fun part of the brand. Huda Beauty is constantly working on giving us better she recently updates some of her formula products which show me she doesn’t only do it for the money she is always going back o products she released in the past and improving them.

Brand Equity:

Brand equity is the psychological and emotional views of customers the moment they think about the company and this is a subjective matter of opinion set on the personal experiences of each customer. According to Keller Et al brand equity is the way how consumers or the public perceive the brand based on its products, services, and marketing efforts. The brand equity theory model consists of four major steps that indicate that most consumers asked questions that build the overall perception. The four steps break down into six brand building blocks. To have a 100% successful brand equity brands must reach the last step of the pyramid where a positive relationship exists with consumers (Keller, Aperia, and Georgason)

Brand Salience: Identity

The first step in the brand equity theory pyramid is called salience, this step is the identity of the brand and it is really important as it is the foundation or base in other words of the pyramid brands must have a strong salience to support the rest of the pyramid. Salience is the first question asked by consumers in the public eye which is “who are you” as a brand this step is the identification of the brand as a whole. This step is mainly to the image consumers perceive the brand when they distinguish it from competitor brands. This is a really important step as it plays a huge role when it comes to customers making a decision on purchasing (Keller, Aperia, and Georgason) (Maguire).

Based on that Huda Beauty is seen and known to be one of the leading and trendsetter brands in the makeup industry today. Huda Beauty is considered a high-end makeup brand due to its high-quality products; this image comes not only from the marketing behind Huda beauty but also from the luxurious feel and experience when purchasing Huda beauty products at Huda beauty makeup branches. Usually, you can only find her makeup in expensive department stores such as Selfridges in the UK and Brown Thomas in Ireland this screams high-end to consumers to showcase that these are higher quality. When consumers make their decision to choose Huda beauty over other competitors’ products due to reasoning like experiences they had or heard people talk about down the line or even when they scroll down their Instagram and see trending Huda beauty products used by their favorite public figures his causes consumers creating an excitement positive image this may be caused in the Salience stage.

Brand performance and Imagery: Meaning

The second stage of the brand equity theory is where consumers are aware of the brand and are more intrigued and curious. Consumers now expect in-depth information on the overall brand. This step of the pyramid is split into two blocks; brand performance and brand imagination. Brand performance: the performance and the operations of the brand what it produces, how it carries itself, and what makes it different from the rest. These showcase how good the brand’s product is if it fits its purpose and most importantly if it deserves its value (Maguire).

Brand imagery: is the factor that sets out the perception and impression of the brand in the mind of the consumers. These perceptions are made and meet consumers’ social and psychological needs. Each consumer can perceive the brand differently hence why it’s important to make sure that everyone gets a similar idea. (Maguire).

Huda’s beauty makeup brand performance in the makeup industry is viewed as one of the top brands out there. Huda Beauty is constantly working on improving her formulas to make sure she’s meeting everyone’s expectations due to her products being pricy. Huda beauty performance is also at its best at the moment all the products are cruelty-free and this is very important to the majority of makeup users. However, the makeup industry is constantly evolving Huda beauty is very consistent with every aspect of the business and that is really important for makeup brands to hold value and stay relevant.

As for brand imagery, Huda beauty first known for her amazing eyelash packaging caused a trend within the beauty industry by many people would hold her eyelash packaging as it pictured the style of each lash on Huda’s eyes this caused excitement that allots of people had recreated the same pose. Another great image people have of Huda’s brand is the diversity behind the brand when she launched her foundation she included male and female models from different races to showcase how the brand is open to everyone and wants to make people feel accepted and appreciated. Including males and females is a great move for inclusivity for a Middle Eastern brand.

Brand Judgments and Feelings: Response

The third step of the brand equity pyramid is brand response, thus is a very important stage that can help the brand evolve and grow by responding to the judgment positively so they can build a trustworthy positive relationship with customers. This section splits into two blocks consisting of judgment and feels these are kind of similar but hard to differentiate. Both judgment and feelings are personal pieces that are different to each consumer one consumer may find the brand appealing and another irrelevant which makes it hard to quantify how the public really feels about the brand and if they trust it. (Keller, Aperia and Georgason)

In this case, Huda’s beauty makeup brand is seen as very strong in the makeup industry and is seen on all social media platforms as one of the most popular brands that happen to be relevant consistently. At least one Huda beauty product is a must and is included in most of the girls’ makeup routines. In other facts, the products are also seen to be high-end products that are high quality and long-lasting. Makeup consumers are very picky and hard to keep them interested however Huda beauty they are very loyal and trustworthy brand each time she releases a product consumers know that it will meet their expectations as the brand is always working hard to keep at its best.

Brand Resonance: Relationship

The last step of the pyramid is resonance as it is the most difficult and hard due to it being the number one goal of brand equity to every brand. This is achieved when the brand has positive loyal consumers that will prefer them over competitors. This is also an attitudinal and psychological attachment customers will hold for the brand (Maguire).

Huda Beauty is constantly trying to have and building her brand resonance even though the makeup industry is a very competitive environment. However, Huda’s beauty level of time and effort is spent to create the perfect bond with consumers by providing them with amazing products and unique packaging. Huda Beauty also sponsors small makeup artists on social media platforms and shares the looks they create with her products on hr number one beauty page Instagram in the world to make them feel involved, recognized for their talent, and most importantly a part of a community.

Brand Positioning:

Brand positioning is the activity a brand focuses on to create a permanent image in the minds of its target market. The image positioning of a brand does not have to be a unique different image, however, the whole purpose is to locate a manipulative image that constantly comes up to a consumer when they think of the brand. This is an important factor in the marketing strategies of brands to showcase what they stand for to consumers and why they choose them over competitor products (Keller, Aperia and Georgason, consumer-based brand positioning).

The above is a perceptual map showcasing a visual positioning of where Huda Beauty is positioned next to competing brands.

Points of Parity:

According to Keller points of parity are the small elements competitor brands have and share in common, however, these elements can be as basic as selling the same type of products and having the same target market (Keller, Aperia, and Georgason, consumer-based brand positioning).

Huda Beauty’s competitors are Kylie Cosmetics, Anastasia Beverly Hills, and Fenty beauty all of these brands sell a huge range of trendy makeup in the same industry. All of these brands come from celebrity owners meaning they have massive power over the industry due to their big names; they have huge power over their fan base that they know how to make them go today and purchase.

Points of difference:

Points of difference are factors that make the brand different and stand out from the rest; this is increased of chances of consumers choosing the brand over competitors. This showcases the brand’s unique selling point that consumers are aware of and associate with the brand that they would choose over similar brands because they appreciate it (Keller, Aperia, and Georgason, consumer-based brand positioning).

Huda Beauty’s target market initially was females based only, they shared posts on their social media platforms of women beauty influencers using their products. This was their aim to influence their target audience to encourage them to purchase their products. Recently the company expanded its target market by including males as well. Due to the world’s gender rights change and cultures being redefined. Makeup now is seen for everyone and not considered only for women. Huda Beauty is seen as one of the top high-end and honest brands.

Top competitor Makeup brands

• Kylie cosmetics: is a makeup brand run by Kylie Jenner reality TV star she started her business based on Lip kits due to her famous pout she came up with this idea due to her childhood insecurity about her lip size. However, Kylie did not have honest success due to the false marketing of her big pout from her lip kits as she had lip injections. Kylie Jenner is a fun feminine brand however it’s also seen as a rich celebrity brand that only aims to capitalize from, however, Kylie does not need to turn to others to promote her brand and products, due to already being a well-known celebrity.
• Anastasia Beverly Hills: is an American makeup brand run by Anastasia Soare this brand is the oldest brand of them all it was known for its great eyebrow products. Due t the brand being an older brand it has a staple position in the makeup brand. Anastasia’s target market is not specific she invites everyone to explore her makeup. This brand is constantly facing backlash on their formulas not being the best for their price, even though they have been in the makeup industry for decades they still need to work on it.
• Fenty Beauty: is an American company set up by the famous singer Rihana. The company is seen as empowering as it’s known for its diverse foundation shades when she released 50 shades that changed the makeup industry as she saw there were not enough shade ranges for everyone. Rihana is also a famous celebrity who does not need a lot of promotion however she still does to target everyone from different races and backgrounds.

Brand Personality:

Brand personality is several human characteristics each brand has. There is the psychology behind it is to make the brand connect with consumers to give them sort of feelings about the brand. Brand personality divides into five human traits; sincerity, excitement, competence, sophistication, and ruggedness. (L.AAKER)

Huda Beauty Brand Personality:

Sophisticated & Excitement

Huda Beauty brand is sophisticated and always wants the best for themselves and the most updated products also they are honest, confident, and compassionate. They have a distinctive personal style that is both peculiar and highly regarded. When they show a high degree of etiquette, dignity, and appreciation, they feel they are seen as classy and elegant. Huda Beauty Brand never lets her emotions determine her actions. That doesn’t mean she’s a snob, but rather a dignified and considerate woman who does everything in moderation. Her looks and social status aren’t her only qualities; they also got personality. In the past, only the aristocrats were regarded as classy, but today’s society no longer emphasizes social classes. Huda Beauty allows everyone to have class.

Huda Beauty Makeup showcases sophistication and excitement through the way they design and package their products. There always on top of the market by releasing products and perfecting their formulas the brand uses a lot of famine soft colors to attract their target market to feel luxurious and the best when they purchase their products and while using them.

Brand Communicating communication strategy:

Huda Beauty communicates to her target audience mainly through online advertisement. Huda Beauty cosmetics organized an online advertising campaign for its new Easy Bake powder before its launch this advertising campaign was mainly advertised on its social media platforms which entail Facebook, Instagram, and its website hudabeauty.com.On Instagram for example, the campaign focused on posting several pictures of the Easy Bake powder. The pictures showcased Kattan in the kitchen baking to emphasize the baking powder and how it is easy to use. Also, Huda Beauty focuses on Instagram due to her having the highest following on beauty Instagram she advertises her products by posting tutorials of her using them. Huda Beauty also sponsors your favorite beauty influencers by sending PR packages every time she releases a collection, Beauty influencers then tag her pages using her products via Instagram and YouTube. This is a great method for Huda beauty as a brand to advertise on social media as most of her target market is active on social media platforms.

Conclusion:

In conclusion, the different types of strategies that have been employed by Huda Beauty have been useful, the company has been able to increase its customer base through the use of social media to create awareness and brand loyalty. This way they have become successful at the start in the Middle East and now worldwide.

A default is the thing that exists or happens if you do not change it intentionally by performing an action. Many people don’t know this, but in the makeup industry, darker toned women aren’t considered a default. By me say this I mean that makeup brands don’t see us a problem that needs to be fixed. We as a whole are always left on the backburner. There are always releases of makeup brands and their foundation shades stop at a shade ‘almond’, but what about the rest of that are different shades such as mocha, chocolate, or even mahogany? The makeup industry needs to make a change. Why are darker tone women an “afterthought” in beauty? We shouldn’t have to mix our foundation shades, there should be a variety of pigmentation for every skin tone, and brands shouldn’t use their power to put down other brands.

During 1900s, makeup was not as popular. Women hardly wore it. Make-up was territorial especially for women who were in cabarets and on black and white screens. Painting the face was only popular to the rich to make their skin look paler. This was dangerous to some due to the fact that the main ingredient was arsenic. People wanted pale skin because it associated with wealth because it meant that you could afford to stay inside rather than work outside in the sun. Cosmetics was so unpopular that they weren’t even sold in department stores, you could only get them at the theater. A lady’s ‘cosmetics schedule’ regularly just comprised of utilizing papier poudré, a powdered paper/oil blotching sheet, to brighten the nose in the winter and sparkle their cheeks in the late spring. Rouge was viewed as provocative, so was just observed on ‘ladies of the night.’ Some ladies utilized consumed matchsticks to obscure eyelashes, and geranium and poppy petals to recolor the lips. Vaseline turned out to be high sought after on the grounds that it was utilized on dry lips, as a base for hair tonic, and cleanser. The art of wearing makeup was invented approximately 12,000 years ago by the ancient Egyptians. Women around the world wanted to look like Egyptian beauty Cleopatra. She was the queen responsible to develop the desire of looking good as a woman. The makeup market was developed in the United States during the 1910s by Elizabeth Arden, Helena Rubinstein, and Max Factor. These firms were later joined by brands such as Revlon just before World War II and Estee Lauder right after. In 1965, Flori Roberts was the first cosmetics brand to cater towards women of color. This was a major advance towards giving African American ladies an esteemed line of various shading beautifying agents and healthy skin planned and shade chose explicitly for them. Furthermore, Flori Roberts was the primary brand of beautifying agents for ladies of shading to be sold in real retail chains. [In 1992, Flori Roberts launched My Everything Creme, the first upscale multi-purpose facial treatment specifically formulated to address the unique aging process of black women 30+. It was an instant success.] Joining Ms.Flori and her cater towards African American women came a brand called Fashion Fair. Fashion Fair was founded in 1973. {Ebony Fashion Fair (also known as the Ebony Traveling Fashion Fair) was an annual fashion event created by Eunice Johnson, co–founder of the Chicago, Illinois–based Johnson Publishing Company. The show ran across the United States and other countries from 1958 until 2009. In addition to the fashion fair, the company also created a cosmetic line named Fashion Fair Cosmetics, in 1973. As of 2017, Fashion Fair Cosmetics are still available for purchase.} This brand was created because Eunice Johnson noticed models would mix their foundation to match theirs skin after noticing that, she asked other cosmetic companies to develop makeup that suite women of color. After being turned down, she turned to her husband and they created the Capsule Collection. After which came there came many more brands to launch in the beauty industry. There has always been the question of ‘when will it stop’ when it comes to darker skinned women not being able to be included in the beauty industry. Before going to a Sephora or Ulta most people would go to a drugstore such as Walgreens to get makeup and it wouldn’t be much to choose from. Or if you did find something you would have to mix it for it to be the perfect shade, meanwhile fair skin women have it all handed to them.

When it comes to mixing foundation it’s all about finding the right tone for your skin. To properly mix your foundation you take a shade that’s darker and a shade that’s lighter and it gives you the perfect match. Even if your foundation is too orange you just find a foundation with a pink undertone and you can mix it in there to take away the orange in the foundation. You could even change the texture of foundation, if your foundation is too mate you just add a few drops of oil or hydrating serum. You could have a golden undertone, olive, red, or even pink undertone. You could even have neutral undertone. Most brands just don’t provide with that perfect fit. Which should happen since you’re paying 20 plus dollars for your skin to be flawless. You mixing your foundations make you pay another extra 20 something dollars that doesn’t need to be spent. Not having the right foundation causes you to more than you would have to do with just blending out one foundation. What if there isn’t a shade for you at all to even mix with another foundation?

There should also be a variety of pigmentation for every skin tone. Every release we go through the ongoing uptick in different establishment shades is a much invited, past due and required change in the excellence business. In any case, there’s still work to be done, as confirm by the continuous rush of flawed promoting and embarrassingly little shading reaches from legitimate brands. Everybody merits the privilege to establishment that coordinates their skin, yet this can be hard to discover, particularly for darker cleaned ladies, similar to me, since we frequently need to battle for a shade that even approaches. A year ago, a makeup brand called Tarte mostly known for their amazing Tarte Shape Tape Concealer, released a foundation line. {When tarte Cosmetics first unveiled its Shape Tape Matte and Hydrating Foundations to pair with their cult favorite Shape Tape Contour Concealer, people were ecstatic. But since its release earlier this week, there’s been floods of backlash against the “laughable” 15 option shade range. Twitter users, Instagrammers, and bloggers alike have denounced the product and asked people of power (like beauty gurus and bloggers like Nikkietutorials) to do their part and not endorse the foundation.} Seeing it with your own eyes you could see the blank easer of a lot of people’s skin tone range. It makes you think the brand didn’t even try at all. You also sit back and think what their approach was. Tarte just seemed like a white-washed brand. They go with the opposite of everything you stand for. It’s more people than 15 shades of color. Tarte isn’t the only one, another brand called {It Cosmetics launched its Bye Bye Foundation in January, the first thing social media noticed was the lack of shades. There were only 12 shades of foundation released. And again, only three shades designated for darker skinned women.} Lighter toned women have the privilege or the options of choosing between 2 or even 3 shades, as dark toned women you like that privilege too. You just get tired at this age and time of not being a part of the world. Like why isn’t my shade here? Most brands don’t cater to certain shades if there isn’t a demand for them. According to “Get the Gloss article” In order to offer a foundation range that reflects the needs of the population, the groundwork begins with gathering data to measure demand. You would think that everybody shade is in high demand because everybody tone matters, right? It just doesn’t work like that in the makeup industry. Also after reading the Galore article ‘ A Black makeup scientist on why woc is overlooked” Basically, darker shades may be more expensive to make but mostly because makeup companies are already buying large quantities of ingredients for their products in lighter shades. Companies have centered on lighter skinned women for so long, they just haven’t built that same demand for darker shades. So part of the work is buying the ingredients, but most of the work is in converting customers who have never seen their shades represented by mainstream brands.

The cosmetic industry just should have everybody included. Everybody matters. People in the industry have shown different types of that bigotry shouldn’t be happening. Two particular types of bigotry have been propagated by magnificence marks as of late. The first includes bigot language, references, and generalizations that are strangely barefaced and oblivious. The second offense bases on item extends with a dazzling absence of decent variety. The two activities lead to merited reaction from minimized networks — especially ethnic minorities. {The pattern of less blatant — but still problematic — racism has been repeatedly addressed, and occurs when brands neglect to cater to all complexions. With each new foundation and concealer launch, customers are keeping a close eye on shade ranges. Recently, many companies have been found lacking in this process, particularly when displaying swatches that seem to ignore dark skin tones. It leaves the impression that creating makeup for light skin is prioritized over accommodating medium and dark complexions. It perpetuates the idea that dark skin tones are abnormal, complicated and burdensome, thus difficult to understand and include.} Examples of racism in the beauty community are all around starting with the brands that supply us. Starting with Tarte Cosmetics who made a joke against Asian people by using the saying ‘ching-chong’ in a meme. Influencers even used the n-word. Influencers use their high pedestal to tear down others when mainly the people that they are tearing down are the ones who support them the most. Companies’ release

Overall we are a part of an industry that you have to make a name for yourself. To be included is to be on the outside. Makeup is an art. Makeup is used with many women all over the world.

Most of the women these days apply makeup, whether on a daily basis or occasionally. One of the basic products is to apply a light shade of foundation in combination with sunscreen to get the charming look while protecting your face from harmful rays of sun. A bit of mascara and blush goes along to give you a sharp even toned look throughout the day. So the question arises why do women wear makeup? Well, its true makeup makes them look beautiful which in turn helps them to feel confident about themselves. Apart from that it also affects how people perceive us.

When it comes to makeup artist salon is their life. Although with advancement in technology, channels like YouTube and Instagram have become a popular means of showcasing your talent to the general public. Makeup tutorials are a trend these days and many makeup artists are cashing on this trend with their popularity and artistic skills. A day in the life of a makeup artist is very hectic with meeting from prospective clients to going outdoors for destination weddings. Weekends tend to be busier than the usual days with more business women coming for their anti aging or general beauty treatment. Moreover, stress plays a vital role in today’s lives which results in more number of people taking sauna and spa treatments.

Fiza makeup and hair is a prominent player in the makeup industry boosting more than 25 years of professional industry experience. Fiza makeup and hair flagship studio located in the heart of Jaipur, Raja park. It is the brainchild of one and only Fiza Khan, her bonafide interest in makeup and hair care led her to open Fiza hair and makeup when the industry was at a developing stage and not many people were aware about makeup and its effects. Fiza Khan has a monopoly in the market for her focus on clients natural beauty. Moreover, over the years she has developed tips, tricks and techniques to enhance your natural beauty with makeup which is very rare.

All in all, Fiza Khan is regarded as the best makeup artists in Jaipur because of her unmatchable professional industry experience and customizing new techniques in order to give clients their desired look. In addition to that Fiza hair and makeup uses really high quality products which are sustainable in nature and made through organic means and most of all these products are very expensive.

Skincare, magnificence, and cosmetics are an industry that’s values millions of dollars and expected to grow even further in the future also. And, it truly is a sector which has become the chosen profession path to countless persons internationally, no one besides beauty bloggers. They are waiting for preserving their followers up-to-date using the hottest developments, elegance influencers scout the very best beauty buys. Due to this influence they possess, their followers getting choices manufacturers are knocking the doors of influencers.

There are loads of brands that beauty influencers are taking care of. Their huge followings are also taking care of them. But, there is one brand that has significantly more than capitalized about attractiveness influencers’ power. It is the Makeup Revolution, a brand based in the UK.

Who is the Makeup Revolution?

A British trading corporation, Makeup Revolution, can be a globally recognized makeup manufacturer who provides makeup, skincare, and hair solutions. Makeup Revolution products are inexpensive and centered on making persons of genders, ethnicities, ages, and areas can be a part of the revolution. Makeup Revolution cosmetics are a real revolution in cosmetics. Even the London brand has an extensive array of supreme quality yet affordable products that will take your breath away. Their high-end eyeshadow palettes are specifically popular, standing outside for his or her pigmentation and bright color mixes.

Everyone else should possess one Makeup Revolution color in their cosmetics group. The newest also includes plenty of additional beauty gems in its scope. Don’t miss out on the Makeup Revolution foundation or perhaps the iconic Makeup Revolution concealer, accessible quite a few versions for virtually every complexion. What is also essential may be the lively and original yet practical product design, that you’re guaranteed to relish of your brand. They applauded for both their substantial standard of products and also their money-saving qualifications. When they first launched at Superdrug outlets in 2014, their advent saw that the brand access a great deal of press policy. But, it looked as soon as influencers caught involved more individuals begun to stand out and pay attention indeed.

How has Makeup Revolution Increased employing the aid of influencers?

Makeup Revolution hasn’t shied from influencer promoting, also have they’ve been discreet about it. But, over the previous couple of years, they have ramped up it with a gear acquiring collaborated with some of the market’s most useful and most famous bloggers and influencers.

Many highly rated beauty influencers have teamed up with the brand and released their very own palettes, lipsticks, or highlighters. Even the collaborations functioned in influencer and the favor of the brand. Makeup Revolution tapped in the influencers’ direct following, and influencers acquired credible progression. They have created a win-win situation.

Besides their own influencer cooperation sets, there is additionally one requisite array between the brand that has had a leg up in influencers. It looked once influencers helped boost brand awareness, a chain reaction adopted. Type inside and set’ to the search bar on YouTube as well as also your scroller will keep on rollin’ past reviews around the product’s sea.

It really could be the effect of Makeup Revolution services and products on the list of sweetness blogging group. Thanks to their investment at influencers, the brand is currently finding this is now having to pay less on influencer commercials as they happen featured on the merit that makeup fans truly only love their products.

How do influencers help to grow?

Influencers may be a great spokesperson on the organization and also a method boost market recognition and to get to a market. Successful and rewarding campaigns accomplished in case marketers make use of the RISE procedure when working with influencers.

Here is how influencers grow a brand:

Final Outcomes

They are unique regarding positive results a brand wishes to accomplish. Where’s it’s possible, measure the outcome that they expect (e.g., several new customers and enhance the proportion of earnings profits, an increase of societal networking followers). They utilize influencer advertising strategies to locate monitor success and influencers.

They communicate together with influencers. Does one imagine the outcome will deliver by the method? By way of instance, an influencer can post one image of one’s merchandise, and that can bring some results.

Integrity

Integrity is crucial. Whether influencers compensated out to endorse enterprise consumers may figure out. Influencers really ought to tag clauses of one’s brand. Influencers must apply assistance goods. They pick influencers who have the ability. They’re most very likely to own a faithful following that’ll buy services and products endorsed.

Engagement

Brands do not make the error of dealing using influencers as they’ve quite a quantity of followers. They desire a higher degree of involvement for support or goods. Is it true that the influencer has very significant participation by making use of their followers? As they also possess a market and even a more compact crowd after micro Influencers is a terrific alternative for companies. Influencers may be a great type of advertisements and also a more realistic approach. So, they can help the brand grow.

What successes has Makeup Revolution got since with influencers?

Between the years 2016 2017 Makeup Revolution rocketed, turning a #2,470,392.00 amount into #11,553,058.00 in the distance of merely 1 yr. And, is it a coincidence that the dramatic amounts connect with their greater involvement with influencers? We presume maybe not.

Besides, it is seen that it passes on its wings to on the web retailers these as, for example, splendor Bay and US beauty retail store, Ulta– starting its availability into more countries in the world.

Back in 2017, they won quite a few awards, for example, two in the Pure elegance Awards for Best Brand New Lip product or service and Greatest New Eye Palette. In the following calendar years, the awards kept coming with all the newest Conceal and Define selection voted the most exceptional Concealer’ at the Cosmopolitan Beauty Awards 2018.

As cosmetics lovers await the next offering in lights, together with by using their title now from Makeup Revolution anywhere, the likelihood is that it will go down very well.

Conclusion

Makeup Revolution is a great brand. They have a high value now, and for that, they have to thank the influencers. Influencers have helped them throughout their journey to rise.

It proves that influencers do have the ability to make a brand from zero to hero in a flash. So, we must mobilize the influencers for their contribution to this brand and many more.

This is a quotation that I think most of us could relate to makeup. When we’re wearing it we may actually feel good, but the aftermath may be unimaginable just like when we take drugs. Since ancient times cosmetics have been used to enhance beauty. Ancient cosmetics are mainly composed of chalk to whiten skin, kohl for eyelids, eyebrow pencils, and stains for the cheeks.

Ancient cosmetics are used for sensual, religious, and hierarchical purposes. Back in the early 18th century cosmetics became a staple for women, the beauty trend in those days are pale white, almost sickly complexion, and it is hard to achieve those without the power of cosmetics. Having pale white skin is a sign of being royalty. They believed that those who have a higher status don’t often go out and are exposed to the sun leading to white skin. It represents how the nobles don’t need to work under the sun (Zarrelli,2015). Cosmetics are based on social class and not gender, so whether you are a male or a female you can use cosmetics. The aristocratic look is much preferred to the natural look. Heavy makeup at this time was considered more respectable than naturally light skin. Cosmetics are also used to create flawless faces and hide blemishes, age, and diseases. It is also believed at this time that cosmetics have the power to cure diseases so many people, whether men or women are often seen wearing cosmetics (Jezerniczky,2017)

Cosmetics were also mainly used for the sake of prostitution. “Women wore brightly colored dresses… They used a lot of cosmetics…which…a woman could do only if she earned her living through prostitution.” (Gullace,2017). They use the power of cosmetics to modify their appearance to attract men. Cosmetics have been used by prostitutes as a tool to teach men to break the seventh commandment.

In ancient Egypt, cosmetics are also a staple. Eye makeup from malachite, a green paint, for their eye shadows and kohl for their eyeliners were used whether for males or females. The purpose of cosmetics to Egyptians is not only for aesthetics, it also serves its purpose to their religious aspect. Egyptians regarded beauty as holiness (‘Ancient pages’,2017). The statues of their gods at the temples were also often painted with eye makeup.

During the 19th century, it is extremely hard for people to survive. This is a time when there are many changing things on the government due to the industrial revolution. There are many hardships that the people faced at this time such as the population increase due to the famine and unemployment in neighboring countries such as Ireland. The overcrowding leads to slum housing and poor sanitary conditions which lead to various illnesses. The cases of poverty and human rights violations are rampant. During those hard times, it is the church that gave its support to the poor. In 1840, 70% of the people received a basic level of literacy and by 1865, the churches set up over 600 schools for children. There are also various charity missions conducted by the church that aims to help the poor. Due to its constant support, in the 19th century, the church rise into power.

“In Victorian times, society was strictly layered – not only into rich and poor, or even upper, middle, and lower class, but hundreds of ‘grades’. People were expected to ‘know their place’, and the Church taught them to be content in their ‘station’”(Dickens,n.d.). During this time, the people gave an emphasis on how people should be contented with themselves and makeup deviates them from the ideals of the church because using makeup shows that they are not contented with what they have hence, modifying it. The church eventually stepped in. It declares using makeup to modify their appearance and seducing a man is punishable as a sorcery. At that time, people also have this concept that when you are a good person it is equivalent to being a beauty so if you use a cosmetic to alter your appearance it means that you are evil. Many followers of the church avoid makeup due to this declaration.

During the mid-19th century, Queen Victoria became the Queen of England when she was 18 years old. Maybe you would think that she hails cosmetics and other products which will enhance her beauty because most of us are at that age where are most concerned with our appearance, but she’s not. She announced makeup as vulgar and something that only prostitutes would use, by announcing this doesn’t mean that Queen Victoria is a party pooper, actually, she loves to party, but she just hated the fact that makeup makes women irrespective (Faye et al,2019). You could imagine how makeup industry’s sudden decline, with both the queen and the church, two of the most influential power at that time, condemning makeup it is not unexpected how the use of makeup during the 19th century was limited.

Cosmetics are also used by entertainers in the East starting as early as 3000 BCE. In China, powders made from rice were used to whiten their skin, and their lipsticks were made from beeswax which aims to protect their delicate lips. Their eyebrows were also considered a sensual part of their body ranging from thin to thick and bushy eyebrows (Bjorkell,2017). Japanese geisha is also one of those who often use cosmetics. They wear a white base powder that contains lead, red lipsticks, and red and black accents on their eyes and eyebrows. (Anamika,2015). In the 19th Century, lead poisoning was also discovered in Japan. Japanese began to develop lead-free cosmetics.

Makeup has been considered a taboo back in the 19th century but when the reign of Queen Victoria ended, the cosmetics industry was revived. During King Edward, the son of Queen Victoria’s reign the makeup industry was revived. The 20th century became the start of the fashion revolution which also boost the makeup industry. If in the Victorian era, people frowned upon the usage of makeup, in King Edward’s reign, people have more access to cosmetics and magazines about cosmetics. The first industrial-made lipsticks are produced, and the actors were required to wear makeup for their performances on the early black and white televisions (‘History of Cosmetics’,2018). Various makeup tutorials, cosmetics companies, and makeup trends have appeared from the 20th to the 21st century. In our current society makeup has been viewed as a saving grace for many women, whether it makes them confident or just for fun, you can count on one hand those women who haven’t been tainted by this superficial beauty. It may seem idealistic that just a few touches of foundation and lipstick could literally transform you.

The cosmetics industry is one of the fastest-growing industries today. Due to the influence of social media, this industry is valued at $532 billion and is expected to reach a market value of $805 billion by 2023. (Costello, 2018). You may notice that today even influential personalities are in the cosmetics industry. International artists such as Kylie Jenner, Kim Kardashian, and Miranda Kerr are investing in the cosmetics industry. Even our local artists such as Vice Ganda, Nadine Lustre, and Anne Curtis are hooked by this industry. The men’s makeup industry is also growing. According to Allied Market Research, the men’s cosmetic industry is also expected to hit $166 billion in 2022. In the 21st century where our physical looks are an investment, and we are always striving for flawless beauty, it is no wonder why the makeup industry became such a huge hit. As we view makeup in a positive light, there are many ‘demons’ behind it that are lurking in the dark. These ‘demons’ had always been carefully hidden even as you read this right now. Using the word evil to describe makeup may be an understatement considering how many lives have been sacrificed for a ten-milligram face cream that you have. Whether it is a life of an animal, a tree, or even a human.

I’ll first start the revelation with some of the hidden toxins in your favorite makeup product. Makeup could be harmful to one’s body. We use cosmetic products to hide our imperfections but what we don’t know is that the makeups that you put into your face are the main reason you have those imperfections, to begin with. Early aging is one of the side effects of continuously using makeup. The chemicals used in these products dry out your skin, removing the natural elasticity of your skin and leading to wrinkles and dry skin. It is also proven that cosmetics can cause a variety of diseases such as cancer, lung diseases, and lead poisoning. The paraben used in preserving your cosmetics has been linked to cancer. The fragrances found in your cosmetics are chemicals rolled into one. Chemicals such as silicate talc, which is a part of the ‘fragrances’ but is not mentioned in the ingredients list can cause allergies and infections in the lungs (Zeb,2015).

Aside from the harmful effects it has on an individual, did you know that wearing makeup does not only harm yourself but also your environment? Titanium dioxide, an ingredient found mostly in the skin tints such as the foundations, concealers, and sunscreens that we use has been found to pollute our beaches. It causes DNA damage to freshwater snails and prevents the phytoplankton, the producer of ⅔ of Earth’s oxygen, from growing (Lyons,2016). The decrease in phytoplankton means there may be not enough oxygen not only for us but also for many fishes and other sea creatures which could result in suffocation and death. Another is paraben, you may already hear this for it is a popular harmful ingredient in cosmetics that causes cancer but what you didn’t know is that this also affects animals. Studies have found that accumulations of paraben are found on animals, most commonly in marine life due to the products that are washed through the sewage system (Dubs,2018). Paraben also stunts the growth of the corals and is a top hormonal disruptor for dolphins. You may reason that using natural or organic makeup may avoid this kind of risk but did you know that your favorite palm oil in your moisturizers and lip balms is also a big threat? Palm oil used in moisturizers and lip balms because of its versatility became a vital part in cosmetics but due to the sudden increase in demand, many virgin forests had been deforested causing loss in 100 000 critically endangered orangutans. There are some movement campaigns on palm oil-free makeup but as you can notice they didn’t work out due to the high demand of the market (Teehan,2018).

Cosmetics are not Food and Drug Administration (FDA) approved. The only job FDA has on cosmetics is approving color additives and nothing else. In the cosmetic industry, it is the company’s responsibility to ensure the safety and efficacy of the product it releases but as you may know because of greed, some companies lead to routinely market products with ingredients that are poorly studied, not studied at all, or worse, known to pose potentially serious health risks (Trelstad,2018).

There are also some ingredients in our cosmetics that we never expected to be found in them. It’s ironic that most women find it disgusting to be near bugs or snails or even touch a fish, but they actually apply those things to their faces. Carmine found in most lipsticks and blush actually came from crushed beetles. Guanine used in mascaras is from the bat’s poop. Estrogen or sometimes listed as estradiol is found in regenerative face creams that we use to prevent early signs of aging obtained from a pregnant’s horse urine. Lastly, tallow which is most commonly found in lipsticks and foundations was formed from the fats from boiled slaughtered animals. So it’s almost the same as putting dead animals and bugs and their excrement into your face.

Imagine your cute pets at home, it may be your cat or dog, being shaved and then having them exposed to random chemicals that could kill them directly or make them suffer more. According to People for the Ethical Treatments of the Animals (PETA), 100 million animals such as dogs, cats, rabbits, hamsters, and guinea pigs are killed in U.S. laboratories for experimentation and cosmetics testing. The animals were used for regulatory testing in cosmetics, it tests if the products are safe for use and if the product does their job effectively. They are forced- to feed, forced to inhale, and be injected with various chemicals. These tests cause the animals a lot of pain and distress. It may cause blindness, internal bleeding, damage to their organs, swollen eyes, and burns on their skin. Some chemicals could also result in convulsions, or in any scenario a direct death. While testing these animals they are not given any way to relieve them. The best way to relieve this animal is by breaking its neck or decapitating them. It is kind of perplexing since according to studies animal testing is not really necessary for cosmetics, the findings of diseases on animals are never identical to humans due to a different biological structure. So, animal experiments cannot be applied to humans in a meaningful way, but due to being a traditional way to test those products, they remained widespread in the cosmetic industry.

Almost everyone patronizes cosmetic products that are cruelty-free. Being cruelty-free should not be only about animals. Many of us may not know but the cosmetic industry is also a contributor to child labor. Children three-year-old to 14 years old from India and Africa my mica as early as. Mica has been used for many years for the shimmer of your favorite makeup products such as lipsticks and highlighters. Child labor in illegal mica mines has been documented for years, but debt traps and risks of bondage are under-reported (Bengtsen,2019). There are many cases wherein the children who are used to mining mica were buried alive when the hole where they mine collapsed. The children cannot possibly let go of the opportunity to earn money from mining because of poverty.

So today, I am going to give a process analysis of a summer makeup look.

Preparing face: steps

Stage 1 cleansing – the initial step is cleansing, it is necessary to do so, such as it eliminates dirt and oil from the face additionally it guarantees that the cosmetics go equitably on the face. as better the skin hopes to start, the better the cosmetics will look. Thus, will utilize a gentle facewash and wash our face with warm or cold water and afterward wipe it off with a towel (make sure to do double cleansing).

Stage 2 serums – the second step is applying serums, it is significant as serums assist with improving the general look of your skin texture, and the active ingredients in the serums can carry cancer prevention agents to the skin, reestablish cell development, or assist in minimizing the pores. Additionally, serums are applied before utilizing moisturizers/creams, likewise, it is critical to use serums as indicated by the skin type. And While utilizing serums remember that you simply need 3 to 4 drops for your whole face.

Stage 3 SPF sunscreen/moisturizer – presently will utilize a moisturizing sunscreen, as it is the most significant part while doing morning makeup also you won’t need to add moisturizer in your steps if you use moisturizing sunscreen. also, utilizing sunscreen under cosmetics will shield your face from (UVA) rays, these rays could devote to skin cancer and (UVB) rays, these rays are the primary driver of burns from the sun. Also, utilize a sunscreen that contains 50+ SPF and reapply sunscreen after each 2 to 3 hours. use powder sunscreen if you need to apply sunscreen over your makeup. And make sure you check if your sunscreen is non-comedogenic (which won’t clog our pores) and should be rich in moisture as it is truly significant as it reestablishes the common oil to your face and shields it from getting dry or flaky.

Step4 primer – after sunscreen will apply primer on the face as it limits the pores and gives your makeup a smooth completion additionally helping it to last more. Apply a couple of small dots of primer where you can see your pores and afterward blend it with the fingers or sponge. Likewise, ensure you wait for your cream to absorb completely before applying primer.

Step 5 eyebrows-eyebrows are a must to do while doing makeup in the morning because of the fact that without doing eyebrows your makeup will be incomplete and wouldn’t look great. While doing eyebrows remember to utilize eyebrow pencils a bit lighter than your hair color after that pick a brow shape of your choice for example soft angled, high-arched, or curved eyebrow. now for doing your eyebrows get a little brush ideally an edged brush to fill your eyebrows and make an effort not to leave your eyebrow shape. Finally, put a brow gel to fix your brows or either use an eyebrow brush.

Step6 Foundation-once your primer has dried, spread foundation on your skin, blending it in with a beauty blender or makeup brush. Utilize the foundation that is appropriate for your skin type and try to pick a foundation that coordinates your skin color.

1. for properly blending your foundation, start by applying foundation to the middle point of your face. At that point blend the foundation outwards, going from the focal point of your face to the outside of your face. Additionally, ensure that the foundation all over matches your neck so it wouldn’t appear to be different in the sun.

Step7 concealer-utilize a concealer that is one tone lighter than your skin color then dap it on blemishes. After that, bend it in softly with your finger. As you blend, you would prefer not to press excessively hard or blend it in a lot as this could take off the concealer and can cause redness.

You can likewise highlight the eyes with concealer by using it underneath your lower eyelid and blending it in only a bit. For a natural look dap concealer until your under eyes looks brighter.

Step8 eyelid primer, eye-shadow, eyeliner– utilize a slim layer of eye primer on your upper eyelid. This primer will assist your eyeshadow with enduring longer, now let the primer soak up into your skin and sit for a moment.

After that put a concealer on your eyelids and then pick any shimmery eye shadow from the eyeshadow palette. As we don’t want heavy eye makeup look, we are simply going to utilize one shade of eyeshadow. now rub your finger into your chosen eyeshadow and dap and blend it with your finger on your upper eyelids or use an eyeshadow brush to blend it. then will finish the look by utilizing a brilliant or silver highlighter on the inward corners of our eyes for an additional feature.

Now feature your eyes with eyeliner, for eye lining you can either utilize liquid or pencil eyeliner on your eyelids. Draw a slender line of eyeliner on your top eyelid over your lash line, beginning from the edge of your eye and moving to the furthest limit of your eyelid. For dramatic lines, you can make a wing or feline eye with your eyeliner, creating a line out past your eyelid a large portion of an inch so. at the end apply 2 to 3 layers of mascara on the lashes of your eye. While applying mascara start from the base of your top lashes, underneath them. At that point squirm your mascara brush through your lashes.

Step9 blush – utilizing blush is significant while doing any sort of makeup since it can help feature your cheekbones and keep your face from watching pale or cleaned out likewise it prompts a natural glow. smile to find the apple of your cheeks and afterward swipe on blush with a makeup brush or either use a cream blush and blend it with your fingers, blending it in until you get your chosen shade.

Step10 lip balms, lip liner, and lipstick – utilizing lip balm are helpful when you know you will be wearing your lipstick for quite a while. moisturizing your lips helps prep them for your lipstick by eliminating any dryness. when applying lip balm wait for a couple of minutes and then take it off.

Now pick a lip pencil or liner that intently matches natural lip color. This will help avoid your lipstick emerging from the zone of your lips.

Next, take a lipstick and begin applying it from the focal point of your top lip and swipe a flimsy layer of lipstick outwards, attempting to remain inside your lips. At that point, apply lipstick on your base lip and rub lips together to equally cover.

Finally, for setting applied lipstick, you might need to get rid of any excess lipstick for that take a tissue and fold it into half, and afterward place it between your lips, press your lips down immovably over the tissue a couple of times until no more lipstick falls off of your lips.

When you are done with all your makeup, you can spray a setting mist all over your face so that the makeup lasts for a long time. Spray your setting spray a bit far from your face and spray a light layer over your face. At last, wait for it to dry and then you are completely done.

Finish look

So today, I am going to give a process analysis of a summer makeup look.

Preparing face: steps

Stage 1 cleansing – the initial step is cleansing, it is necessary to do so, such as it eliminates dirt and oil from the face additionally it guarantees that the cosmetics go equitably on the face. as better the skin hopes to start, the better the cosmetics will look. Thus, will utilize a gentle facewash and wash our face with warm or cold water and afterward wipe it off with a towel (make sure to do double cleansing).

Stage 2 serums – the second step is applying serums, it is significant as serums assist with improving the general look of your skin texture, and the active ingredients in the serums can carry cancer prevention agents to the skin, reestablish cell development, or assist in minimizing the pores. Additionally, serums are applied before utilizing moisturizers/creams, likewise, it is critical to use serums as indicated by the skin type. And While utilizing serums remember that you simply need 3 to 4 drops for your whole face.

Stage 3 SPF sunscreen/moisturizer – presently will utilize a moisturizing sunscreen, as it is the most significant part while doing morning makeup also you won’t need to add moisturizer in your steps if you use moisturizing sunscreen. also, utilizing sunscreen under cosmetics will shield your face from (UVA) rays, these rays could devote to skin cancer and (UVB) rays, these rays are the primary driver of burns from the sun. Also, utilize a sunscreen that contains 50+ SPF and reapply sunscreen after each 2 to 3 hours. use powder sunscreen if you need to apply sunscreen over your makeup. And make sure you check if your sunscreen is non-comedogenic (which won’t clog our pores) and should be rich in moisture as it is truly significant as it reestablishes the common oil to your face and shields it from getting dry or flaky.

Step4 primer – after sunscreen will apply primer on the face as it limits the pores and gives your makeup a smooth completion additionally helping it to last more. Apply a couple of small dots of primer where you can see your pores and afterward blend it with the fingers or sponge. Likewise, ensure you wait for your cream to absorb completely before applying primer.

Step 5 eyebrows-eyebrows are a must to do while doing makeup in the morning because of the fact that without doing eyebrows your makeup will be incomplete and wouldn’t look great. While doing eyebrows remember to utilize eyebrow pencils a bit lighter than your hair color after that pick a brow shape of your choice for example soft angled, high-arched, or curved eyebrow. now for doing your eyebrows get a little brush ideally an edged brush to fill your eyebrows and make an effort not to leave your eyebrow shape. Finally, put a brow gel to fix your brows or either use an eyebrow brush.

Step6 Foundation-once your primer has dried, spread foundation on your skin, blending it in with a beauty blender or makeup brush. Utilize the foundation that is appropriate for your skin type and try to pick a foundation that coordinates your skin color.

1. for properly blending your foundation, start by applying foundation to the middle point of your face. At that point blend the foundation outwards, going from the focal point of your face to the outside of your face. Additionally, ensure that the foundation all over matches your neck so it wouldn’t appear to be different in the sun.

Step7 concealer-utilize a concealer that is one tone lighter than your skin color then dap it on blemishes. After that, bend it in softly with your finger. As you blend, you would prefer not to press excessively hard or blend it in a lot as this could take off the concealer and can cause redness.

You can likewise highlight the eyes with concealer by using it underneath your lower eyelid and blending it in only a bit. For a natural look dap concealer until your under eyes looks brighter.

Step8 eyelid primer, eye-shadow, eyeliner– utilize a slim layer of eye primer on your upper eyelid. This primer will assist your eyeshadow with enduring longer, now let the primer soak up into your skin and sit for a moment.

After that put a concealer on your eyelids and then pick any shimmery eye shadow from the eyeshadow palette. As we don’t want heavy eye makeup look, we are simply going to utilize one shade of eyeshadow. now rub your finger into your chosen eyeshadow and dap and blend it with your finger on your upper eyelids or use an eyeshadow brush to blend it. then will finish the look by utilizing a brilliant or silver highlighter on the inward corners of our eyes for an additional feature.

Now feature your eyes with eyeliner, for eye lining you can either utilize liquid or pencil eyeliner on your eyelids. Draw a slender line of eyeliner on your top eyelid over your lash line, beginning from the edge of your eye and moving to the furthest limit of your eyelid. For dramatic lines, you can make a wing or feline eye with your eyeliner, creating a line out past your eyelid a large portion of an inch so. at the end apply 2 to 3 layers of mascara on the lashes of your eye. While applying mascara start from the base of your top lashes, underneath them. At that point squirm your mascara brush through your lashes.

Step9 blush – utilizing blush is significant while doing any sort of makeup since it can help feature your cheekbones and keep your face from watching pale or cleaned out likewise it prompts a natural glow. smile to find the apple of your cheeks and afterward swipe on blush with a makeup brush or either use a cream blush and blend it with your fingers, blending it in until you get your chosen shade.

Step10 lip balms, lip liner, and lipstick – utilizing lip balm are helpful when you know you will be wearing your lipstick for quite a while. moisturizing your lips helps prep them for your lipstick by eliminating any dryness. when applying lip balm wait for a couple of minutes and then take it off.

Now pick a lip pencil or liner that intently matches natural lip color. This will help avoid your lipstick emerging from the zone of your lips.

Next, take a lipstick and begin applying it from the focal point of your top lip and swipe a flimsy layer of lipstick outwards, attempting to remain inside your lips. At that point, apply lipstick on your base lip and rub lips together to equally cover.

Finally, for setting applied lipstick, you might need to get rid of any excess lipstick for that take a tissue and fold it into half, and afterward place it between your lips, press your lips down immovably over the tissue a couple of times until no more lipstick falls off of your lips.

When you are done with all your makeup, you can spray a setting mist all over your face so that the makeup lasts for a long time. Spray your setting spray a bit far from your face and spray a light layer over your face. At last, wait for it to dry and then you are completely done.

Finish look

In an era of constant renewal of contemporary media, appearance is the key to making an impression. Because of the emphasis on appearance, make-up has become an important part. In the process of urbanization, people pay more attention to the quality of life, and makeup can change people’s temperament and appearance. At the same time, make-up has also become a technology that penetrates contemporary media. The media has a great influence on people(Firth, 2012). The previous literature has emphasized the impact of contemporary media on life or the impact of makeup on people, but few have proposed the impact of makeup on contemporary media. This article will complement this deficiency. It aims to analyze the impact of makeup on contemporary media. This article first proposes the role of makeup in film, secondly illustrates makeup-induced femininity in social media, thirdly emphasizes makeup-induced benefits in social media, and finally proposes the use of makeup in contemporary media with negative and positive effects.

The film is one of the most dominant mediums of contemporary media, presenting tens of thousands of actors to audiences every year. Make-up and modeling design is an important parts of artistic creation. It uses cosmetics and tools to render, smear, organize, and describe the face of the human body using certain methods and procedures(Kim and Kim, 2021). To cover up the flaws of the characters, or express the spirit, to achieve the effect of beautifying the visual experience. Actors are closely united through makeup and film roles (Kicheung, 2013). In movies, the image of a character can often reflect the character’s character traits and inner thoughts. Due to a large number of characters in each movie, to allow the audience to quickly grasp the characteristics of the characters, makeup has become the most critical step (Rustenholz, 2003). Before film creation, it is necessary to analyze how to apply makeup for the characters in the play from three aspects. The first is the performance of the physiological characteristics of the characters. Due to the different skeletal development of human beings, each person’s appearance is also very different, and there will be a certain gap in face shape and facial features. When people describe another person’s appearance, they usually describe that person’s distinctive features (Trekels and Eggermont, 2016). Therefore, in the makeup and modeling of a movie or TV series, some features need to be reflected on the actor’s face. Meanwhile, Matured Makeup Technique helps roles in movies present rare features in real life or even features that don’t exist(Powell, 2013). Mystique is a fictional female character growing blue skin in the American comic series ‘X-men’, yet a film producer can’t find an actress who grows up with blue skin in nature. To present the character successfully, it took six girls about seven hours to paint the actress’s full body, and the role became vivid with the advantage of matured Makeup technique. The second is the embodiment of the life experience of the person. Even at similar ages, the gaps between people can be stark because everyone experiences different lives and environments (Chen, 2011). In the American movie ‘The Parent Trap’, a pair of twin girls live in different places with their parents from birth. Girls living looked more ladylike and quieter, and girls living in the US looked livelier and more active. Even though the twins are played by the same actor, they look totally different, which is what makeup does. Makeup can shorten the description of a character’s life experience in a movie and can effectively create a shape that matches the character’s life experience (Casey, 2004). The third is the projection of the social environment in which the characters live. Due to different eras, ethnic differences, and educational attainment, these factors can cause changes in a person’s air quality. Make-up should take in objective reality, allowing the audience to feel the real image of the characters.

In the era of booming new media, makeup is considered by some to be a manifestation of the decline of women’s status. Makeup is an essential part of many women’s daily lives (McCarthy, 2015). Relatively speaking, men pay much l account for the age division of the characters and the aesthetic trends of the public(Jang, Park, Lee, and Hong, 2019). Character images should emphasize the authenticity of the objective nature and the authenticity of the subject’s psychological feelings. Makeup art is derived from reality, emphasizing the presentation of less attention to makeup than women. That’s because, in contemporary society, culture, media, and businesses are constantly promoting the beauty and physical value of women. Bind the value of women to looks, and the ability to have and raise offspring(Hillary Chute, 2018). The value of men is reflected in their ability to produce and create social value. On some short video platforms such as TikTok, many women will record makeup videos, put on makeup, and dance or sing in front of the camera. As a result, they get traffic and thus get certain benefits. Therefore, some people argue that female make-up is a manifestation of pleasing men, and that make-up unconsciously internalizes the concept of patriarchy, so women should be called on to wear less make-up. But other people believe that beauty is a human instinct, and that makeup is to make oneself happy, it is a voluntary act, and it has nothing to do with male power (Barberet, 2014). Many media outlets have merged women’s values and fashion for years (Almila, 2015). In daily advertisements, many advertisements are similar to buying a certain product to get self-improvement and forcibly instill it in many people. Makeup is seen as a high-value enhancement in various media. Many women are afraid of wearing makeup because they are uglier than their homosexual counterparts, and women who wear makeup may also be more likely to be recognized by other women. The TV series ‘ The Marvelous Mrs. Maisel’, is most notable for the makeup and styling in the play. The woman and her husband have been married for several years, but she has never let her husband see her plain face. This TV series is based on a shield, and its story background is the era of the 1950s when the male protagonist is outside the mother and the female is in the house. Generally speaking, it is a male-dominated society, and the social status of women is not high (Mahaseth, 2017). On the one hand, it promotes the female consciousness of the pioneers, and on the other hand, it allows the female protagonists to constantly change their makeup and clothes according to male aesthetics. The audience only saw the delicate makeup of the woman but ignored that the plump breasts and slender waist represented not male aesthetics, but health and vitality. The woman dresses beautifully in her daily life because she comes from an elite Jewish family. Many people miss the opportunity to understand the inner nature of the woman because of her beauty of the woman. In an era of widespread media dissemination, women’s sense of self-identity should come from themselves, first of all, and then from their wives and mothers. Makeup is supposed to give women beauty, not a process for women to cover up their flaws.

The presence of makeup causes both positive and negative influences on audiences and bloggers through social media. Makeup is usually associated with words like ‘beauty’, ‘gorgeous’, and ‘perfection’, makeup becomes a common way to pursue beauty and a shortcut to people’s desired self-image(Emerson, 2000). With the freedom of building an account’s content and viewing others’ work, users found out that being beautiful and being the one other people envy is the key to ‘likes and subscribes’. This obvious mechanism prompts bloggers and producers to present better works through more delicate makeup and outfit because the primary goal of bloggers and producers is to satisfy the audience and fans and win more attention and admiration from the audience which leads to higher income and greater fame. Rational people make decision for their own benefit, the audience have the right to watch posts and videos which meet their preference and taste, bloggers have the right to try different approaches to develop their own business, and the concept of ‘right and wrong’ should be discussed on this topic, yet the phenomenon indeed starts making some people attach greater importance to their appearance. Some people think that appearance should not be overestimated, more time should be spent on other activities in our life, like inner personality development, knowledge acquisition, etc. (Lim, 2015). In this essay, the opinion isn’t entirely agreed with, as the life will-being consistently increases with the development of modern society, less effort is required for survival, the proportion of cost on basic living demands decreases as time progresses, people can spend more time and money on entertainment, the importance of appearance should not be considered as overestimated when it can actually bring senses of happiness and silicification(Jiang and DeLaCruz, 2010). To some degree, the importance of great appearance and the role of makeup was underestimated before because of unabundant basic life demands. Social media is one of the most popular tools for entertainment, it is no doubt that the makeup technique is causing a significant on social media in many ways as well.

The technique of makeup potentially helps some users get positive feedback on social media which helps boost their self-esteem, spawns some new job occupations which bring them extra income, and changes people’s lifestyles overall. The main body of social media is the user instead of the software, software aids to provide a platform where the user is demanding for any purpose, a place where the user can share daily life, and socialize better(Lomborg, 2015). The essential demand for the majority of users on social media is to socialize, get to know interesting people, explore the grace of the world better by viewing other users’ posts, and share their own daily life via uploading content. Definitely, appearance is the first factor people notice in others no matter on social media or in real life, good look face and neat image can always draw other’s attention and make a good impression in the first place, especially on social media where people scroll and browse tons of posts and stories of others. Some teenagers, they might deal with more social relationships online compared to their daily life, for example, a shy girl in high school might only know classmates in her classes and some teenagers in her neighborhood, but she can have thousands of followers on Instagram or friends on Facebook. She might only talk to a bunch of friends in school and her family in daily life, but she can browse as many users’ accounts as she wants and starts a conversation with any of them, meanwhile, many ‘stranger’ users could send her messages on social media as well. With such a huge amount of user, everyone becomes shallower and care less about others’ personality, gorgeous appearance, and delicate daily life presented in posts become the only way user showcase themselves and fascinate others at first sight. Appearance becomes one of the few synonyms of high values on social media, it’s reasonable that posts with greater appearance are more likely to receive likes and positive comments than those with ugly appearance, everyone has a pursuit of beauty. This phenomenon indicates to users the importance of a good profile for efficient socializing, more and positive social feedback, makeup is obviously the most efficient way to approach such a target at a low cost, our appearance is not unchangeable anymore; nowadays, everyone can wear better makeup or outfit to improve our profiles on social media, change the first impression other people have on us. People tend to feel more self-esteem when receiving compliments, and social identity, however; people are all apt to give out obscure feedback and expression about their opinions on others in daily life because the over straightforward expressions and feedback are likely to cause stress on the subject, not only it takes time to give out feedback, but also it is easy to scare others and considered as ‘rude manner’. For example, when one sees some gorgeous girls and boys on street, it’s inappropriate that heshe comes up to everyone heshe meets and tells them how pretty they are, and how much heshe likes their style, the intention is essentially nice, but the action is considered weird and creepy, compared to the ‘weird approach’ action, such intention can be expressed on social media in a much more proper way – clicking like or dislike, all users can give out feedback about a post with 1 click in few seconds, the great number of likes under selfie posts with makeup can boost the bloggers’ self-esteem about their appearance, with common utilize of makeup skill, many social media become a platform where people can share their daily looks and seek for social identity and compliment. Makeup skills can’t change people’s appearance essentially, yet boosted self-esteem can make bloggers find self-recognition and feel confident. Because of the benefits that makeup can bring to the user on social media, more and more companies aid to satisfy market demand by building platforms that facilitate users sharing their delicate appearance with makeup, there are even specialized sections tutoring the audience on various makeup skills for gaining more admiration no matter on social media or in daily life, introducing and sharing different cosmetic products from personal experiences, posts related makeup topic generally receive many likes and views on social media. Such market demand spawns many new job occupations related to the cosmetics industry, many people earn extra cash by sharing their daily experience with cosmetic products and the latest makeup skill, and some people gain considerable income via making posts about makeup full-time. The presence of makeup has a significant role in the development of social media.

Makeup can also lead to negative direction on social media. Makeup techniques can be abused because of the great amount of interest can attention that beauty brings on social platforms, great makeup skill seems to become a shortcut to ‘likes and subscribes’, and everyone can use makeup to hide defect and amplify the appearance advantages(Kakar, 2016). Nowadays, people generally recognize the importance of being pretty, many bloggers wear heavy makeup, and present wonderful, perfect but fake daily life in the camera to attract others’ attention, they tend to convey information about how pretty they are and how excellent their life is. Even the same activity conducted by a beautiful protagonist can always win more views and clicks. The issue is that, when people make an appearance on social media at the center of their life, it turns into their essential inspiration. Individuals never again photo what they run over yet look for spots and opportunities only to take selfies. Large numbers of them likewise spruce up to show an image of it to the world. The positive feedback from audiences satisfies their self-esteem and makes them pursue a social media lifestyle, even more, they are dedicated to creating a wonderful image in the camera instead of making themselves really being that wonderful in real life. Meanwhile, innumerable audiences enjoy browsing videos of teenagers with delicate appearances doing interesting activities, the demand motivates bloggers to pursue great appearances more. However, rare people were born with good-looking faces, they tend to abuse makeup techniques to make themselves look perfect and beautiful in the camera. Video producers utilize a more immaculate appearance to please audiences and win the attention and clicks of their competitors. This phenomenon of over-admiring pretty appearance caused some negative social influence and even induces some young teenagers to undergo plastic surgeries because of the sense of displeasure they have with their appearance even with makeup. Such a trend of abusing makeup really should be eliminated, the responsibility is on online celebrities and social media officers. However, few of them are willing to convey such an opinion because of the huge benefits from the trend of pursuing appearance with abused makeup, the sales commission and the huge views, and internet stream on related topics. Some online celebrities advocate for accepting and showing our real appearance with plain makeup on social media, one of the most popular tags on TikTok recently is reconciliation with plain makeup. Many beauty bloggers have removed the thick liquid foundation and beauty contact lenses. They hope that everyone can accept their own makeup and take care of it. But there are still some people who wear fake makeup and tell the audience on TikTok that they are without makeup. Such behavior is hypocritical and boring. And some viewers developed appearance anxiety when they saw their pseudo-plain-makeup videos. Appearance anxiety refers to the fact that individuals worry about their appearance and fail to meet the expectations of the outside world for beauty, so they will be negatively evaluated by others, resulting in nervousness, tension, and anxiety (Kurhan, 2021). Makeup abuse which increases appearance anxiety really should be eliminated, people should get rid of the notion that their appearance 100% defines them.

In the media age, make-up has become an indispensable part. It has created many opportunities, but to a certain extent, it has negatively affected society and the media. This article delves into some of the negative and positive effects of makeup on contemporary media. But to a certain extent, it will cause controversy about makeup and gender, and it will induce feminist or patriarchal thinking. Through the continuous development and progress of the media, the influence of makeup will be greater. There are still very few articles that note the impact of makeup on contemporary media, and the prospects for both contemporary media and makeup are very promising. Future research should further dissect the relationship between the two so that the benefits between the two can be exploited. Make-up should not be a cover-up for the media but should be an assistant to the media and play its greatest role. The impact of makeup on the media always depends on the way it is used.