Test Shoot For Givenchy Advert

 First Shoot...

I done a test shoot to test one of my idea i had for the advert for Givenchy, this was to use petals which had started to die which would be to represent my idea of showing global warming.
The shoot didn't turn out how i would have wanted it too, i think the lighting wasn't right as i dont think this shows the type of lighting which Givenchy uses in their adverts. I like the idea of the advert and what i was trying to do but it just didn't come out how i wanted it. 
I wanted an image that has slightly more too it, by that i mean shows more depth and meaning, this image is quit flat and has no attitude to it which i need for it to work as a Givenchy Advert.
Next time i will make sure i get the model to look straight at the camera like in the Givenchy adverts because thats what gives these adverts more attitude and makes their adverts intense. I think i also need more of the model in shot as i think this is too close up, another problem i had with these images is that i didn't think about where i would be putting the text, because Givenchy either has their text in the middle of top right but i needed to make my text really small to fit it at the top because the text didn't show up on the hair as its black writing, but the white one didn't show up because of the white background. I need to think of a way to position the model in the frame so i can fit the text at the top or if it will fit in the image right having the text in the middle of the image.
Overall i don't like the idea of displaying the petals on the face, i think it would look better with the model holding the flowers, i also think that having the flowers dried would look more effective and stand out, i would like them to stand out more because this is the main link to my word of inspiration. 
This has helped me plan my next shoot and know what i need to do next time to get the desired look i want for my advert. 

Givenchy Adverts Analysis

Givenchy Adverts...

Image Analysis -

In this image you can see what i think is a woman on the right and then the main model on the left of the advert. The model is wearing black clothing which comes off the shoulder and a watch round her left wrist. 
the lighting in this image i think has has back lighting because of the sharp line of her neck and shoulder, this makes the image look slightly more 3D and come away from the background. They have also used a light which is from above the models head and on the right side, this is creating a harsh shadow under the brow bone and on the cheekbone. You can tell the light is coming from this direction because of the shadow under the chin because of this lighting i think it gives quite a intimidating look to the image. 

The makeup they have used in this advert is very minimal looking, this is showing a very natural look, another thing that stands out is that they have made the eyebrow blend in with the shadow so it almost looks like she doesn't have an eyebrow. My personal view on the shadow under the eye is that is looks slightly cave woman style because they are always shown have very deep eye sockets and because of the dark shadow under the eyebrow it gives off the effect of a deep eye socket. The makeup is almost nonexistent in this advert other than the flawless skin, the reason for this i think is that they have created shape an highlight using shadows for the contour and then using the bright light for the highlighted parts of the face. I really like this idea of using the shadows to enhance the features of the face.

I find with Givenchy adverts they done use seductive clothing but the image still comes across quite seductive, the way they do this is by having an intense look from the model. They have a real connection with the camera by looking straight into the camera, this i think shows a slightly seductive look to the image. I think the way the image is taken straight on or slightly downwards it gives the image more power, this can create a more intense image. 
This can show that the brand is powerful and more likely to be a higher fashion brand. 
They have used the rule of thirds by using the wrist against the black clothing as a way to lead the audiences eye towards the product which is the watch. This has been very cleverly done because normally the brand makes the product they are selling sometimes too obvious by making in the main thing in the advert, this is almost selling the product along side a lifestyle because she looks like a very powerful and independent woman which people can desire that life style of being a successful, powerful and independent woman.  

Story Board For Editorial

Story Board For Editorial Shoot ...

I have created a visual story board which has inspirations for my shoot on, i have ideas for lighting, makeup and poses on here. 

I really love the vibrant energy i get from this story board, helps me visualize exactly what i want to do in my shoot.

I go the idea for this shoot from the word Photo Chemistry, once i searched in depth about what it meant i came across the words ultraviolet light, and chemical reaction.

When i think of the word ultraviolet light i think of bright colours, non natural colours. This gives me the idea of using a plain background makeup look then having one or two bright statement colours on the face like the image in the top right where she is quite plain, hair and makeup very natural then having the statement colour of orange/red running up the hands and winged eye liner. 

When i thought of the word chemical reaction i thought of explosions of chemicals, clouds of smoke and dust. I then done some more research into the word photo chemistry and came across the effects it has on the environment which was a chemical smog which effects global warming. 

Both of those elements put together reminded me of the Holi Festival Of Colour which i have done more research on another blog post. This shows an explosion of colour and a dust cloud after which looks like a bright colorful chemical smog. 

The story board above shows the take on my research and how i will be using my research and putting it towards creating an editorial shoot.

In the shoot i would like to include powder paints to represent the ultraviolet light and the Holi Festival, i will also be using a plain canvas makeup look like the image in the bottom left image i think this will make the powder paint stand out more. 

As its an editorial piece i really wanted to have a story behind it and a reason for the image, and i want that to include the Holi Festival moto of everyone coming together and forgetting everything that's going on in the world and have fun, but also show the problems in the world by putting something in the image which shows global warming and how its harming nature. 

The idea i have had to represent this is by using dried roses or flowers, maybe painted black. I will be using these to show that everyone needs to come together to fight these issues of global warming, and like the Holi Festival where their moto is everyone coming together which is represented by the powder paint. 

Story Board - Advert

Givenchy Advert Story Board...

After looking into Givenchy and what the brands represents and how they advertise, i have come up with a idea which will link the brand and my word photo chemical. 

As you can see in the Story Board above their adverts are mainly in black and white and also very plain and simple. They have beautifully flawless models, with minimal looking makeup and either a very casual hair style or a slick back look. 

The fashion/clothing used in the adverts is a very minimal look as well, white or black and also covers everything no need for any cleavage to draw attention to their adverts. 

Their adverts slightly remind me of Chanel as they are very minimal as well, and also the use of colour is pretty similar.  

Another thing i notices about most of their ads is that all the models have a straight face, non are smiling or showing much emotion. They also use the rule of thirds extremely well by only having the model in the centre or filling the whole frame, this creates the main focal point being on the model.

Another thing i want to take into account is that in most of their adverts they have the Givenchy name in white on a black part of their clothing, and also in the center third or in the right third. 

Not all the images above are from Givenchy adverts, these are some back and white images that i found and think they suit the theme that i'm going for in the shoot. 

The way i'm going to link my word of Photo Chemistry into this shoot is by using dead flowers which i will be displaying in the image in some way, either getting my model to hold them or using them on the face.By using dead or dying flowers is to show my research i done into chemical smog and how this effects global warming. It also has a link to product being sold in the ad which is a perfume which has roses on the side of the bottle, this idea links my word and the product really well. 

History Of Beauty Advertising

7 Brands That Changed The Face Of Beauty Marketing

Estée Lauder 

"Telephone, Telegraph, Tell A Woman" Estée Lauder on the power of word of mouth to promote her products. 

Estée Lauder was the woman that started her business with just four skin care products, she her moto was that every woman can be beautiful. She had the drive, creativity and passion to make her dreams a reality. She changed the face of the cosmetics industry. 

Estée Lauder was raised in Queens, New York by her Hungarian mother and Czech father. The name Estée was a variation of her nickname Esty. Her passion for everything beauty started when she was in high school when he uncle came to live with her family and created velvety skin creams, this started in a kicthen then moved to a laboratory in a stable out back. She started by selling her skin care to salons, demonstrating her products on women while they were getting there hair done. In 1946 her and her husband launched the company and a year later they got there first huge order $800 worth of products from Saks Fifth Avenue. 

The quote above, just below the image is very famous, its all about beliving in the products she was selling becuase she belived that if women were to try her products then they would spread the word. Once they did start advertising she wanted to make sure that the adverts were aspirational and approachable and to select one model to represent the brand at any given time. She picked the pale turquoise colour for the brand's jars, beleiving in conveyed a sence of luxury and matched all the bathrooms decors. 

Clinique 

Clinique started in 1967 with a great conversation as US Vogue Magazine Editor Carol Phillips interviewed Dr. Norman Orentreich, the high-profile New York Dermatologist. Dr Orentreich expressed a smiple idea that would transform the beauty industry. 

Great Skin Can Be Created. 

At this point in time skin care wasn't huge and not many people would have brought skin care products, it was all up to getting lucky genes if you had good skin. But this all changed with the cover story creating a new era of skin care. They were telling people that products can improve your skin! You are not stuck with the skin you were born with!

In 1968 they brought out the 3 Step Skin Care System which was a daily cleanser, exfoliating and moisurising routine, this is when Cliniques journey began and just one year later they opened its very first counter in the UK. It was the first ever dermatologist-created, allergy-tested, 100% fragrance-free collection of beauty products ever marketed. This became the face of Clinique, having the medical approach to the industry. 

Today Clinique's mission is to be the most trusted Prestige beauty brand in the world. 

Revlon 

"In the factory, we make cosmetics. In the drug store, we sell hope" 

- Charles Revson, Founder Of Revlon

In 1932, brothers Charles and Joseph Rvson, alonge with chemist CR Lachman, would change the beauty industry forever. Revlon started there brand with just one single product, it was the Revolutionary nail enamel that came in colours other than red. Soon the colourful, opaque shades were on womens finger tips everywhere, it was also shown on a cover of Vogue.

In the 1950s there was a beauty campain which was being talked about everywhere, this was Revlon's Fire & Ice lipstick and nail enamel. They used foreign actress's Brigitte Bardot and Ingrid Bergman becuase they were dominating the popular culture at the time. Revlon campaign showed the American woman that she could be as compelling and glamorous in everyday life as any starlet on the sliver screen.

In the 1960s they brought out the "American Look" to the world using U.S models, then in the 1970s ushered in a new wave of feminism. Revlon was there, mirroring woman's progress with the development of new products when they added face and eye makeup to its line.

The brand that got its start in a few New York City salons over 80 years ago can now be found in the vanity tables and makeup bags of bold glamorous women across the globe.

Max Factor

"You Are Not Born Glamorous, Glamour Is Created" 

- Mr Max Factor

Mr Max Factor was being talked about all over, while Hollywood was at it's Golden Age when it came to makeup Mr Max Factor was who people were talking about.

He was a makeup artist, wig maker and inventor, Max Factor was known for creating the signature looks of the era's most famous icons such as Ava Gardner, Jean Harlow and Marlene Dietrich. He belived that glamour should be within reach of all women. 

Max factor was born in Russia and emigrated in 1904 to America, settling in LA to be closer to the budding film industry. The word got around about Max Factor, once it was out there it quickly spread and before he knew it he was working on some of the biggest films of the time. He was creating his own cosmetic products to create a glamorous but realistic look for the camera's. 

In 1916 he started selling eye shadow and eyebrow pencils, this was the first time people could by products outside the film industry. Four years later he launched  full range of cosmetics calling it "Make-up" a phrase he coined. 

Max Factor has combined science nd makeup artistry for over one hundred years to create market-leading, iconic products. 

L'Oreal 

For over a century, L'Oreal has been involved in the adventure of beauty. 

L'Oreal founder and French cheist Eugene Schueller develops a hair dye called Aureole and sells it to Paris hairdressers, he then expands and starts to sell shampoos and soaps. He was known to taste hair creams to ensure efficacy. 
There is no single type of beauty; it is a multiple-faceted quality framed by different ethnic origins, aspirations, and expectations that reflect the world’s intrinsic diversity.

Pond's

Pond’s started out in 1846 as a patent medicine company when Theron T. Pond, a pharmacist from Utica, New York, began selling ‘Golden Treasure’, a homeopathic remedy he developed from witch hazel. In 1849, Theron Pond, Alexander Hart, and Edmund Munson formed the T. T. Pond Company to make and sell Golden Treasure which was renamed Pond’s Extract. After the American Civil War soap and toiletries were added to the product list. Changes of ownership, Theron Pond’s death, and legal disputes over who owned the manufacturing rights to the extract, created problems for the early Pond’s, but by the 1880s things had settled down and the Pond’s Extract Company emerged.

1846	Theron T. Pond produces a witch hazel extract initially sold as Golden Treasure.
1852	Theron T. Pond dies.
1872	Pond’s Extract Company formed in New York.
1876	Pond’s Extract trademarks registered in Britain.
1878	Pond’s Extract opens a branch in London.
1882	New products are developed including a toilet cream, dentifrice, lip salve, ointment, porous plasters, catarrh remedy and toilet soap.
1886	Pond’s launches its first national advertising campaign in America using the J. Walter Thompson agency.
1888	Factory established in Clifton, Connecticut.
1904	Pond’s Extract Cold Cream and Pond’s Extract Vanishing Cream introduced.
1905	Pond’s Extract Cold Cream introduced into the United Kingdom followed by Pond’s Extract Vanishing Cream in 1906.
1915	Pond’s Extract Cold Cream and Pond’s Extract Vanishing Cream introduced into Europe.
1916	‘Every skin needs two creams’ advertising campaign begun.
1923	Pond’s registers C (cold cream) and V (vanishing cream).
1924	Testimonial advertising campaign begins.
1927	Pond’s open their first foreign factory in Canada.
1928	Pond’s Skin Freshener & Tonic and Pond’s Cleansing Tissues released.
1932	Pond’s opens its first overseas factory in Perivale, London. Pond’s Face Powder released.
1934	Pond’s Liquefying Cleansing Cream released.
1937	Pond’s adds vitamins to its cosmetics. Danya hand cream released. Pond’s begins sponsoring radio programs (U.S.).
n.d.	Pond’s introduces lipstick and rouge into its range.
1940	Pond’s Lips lipsticks launched.
1941	Pond’s Dry Skin Cream introduced.
1942	Pond’s Cheeks compact rouge released. Dreamflower Face Powder released.
1943	Danya discontinued because of disappointing sales. Make-Up Pat, a cake foundation, introduced.
1946	Angel Face Compact Powder released. Mirror case compact added in 1950. Dreamflower Talc and Dusting Powder released.
1950	Pond’s stops distributing its products through Lamont, Corliss & Company and sets up its own selling organisation.
1951	Pond’s sponsors its first television show.
1954	Angel Lips and Angel Skin Hand Lotion introduced.
1955	Pond’s and the Chesebrough Manufacturing Company combine to form Chesebrough-Pond’s.

Dove

The Dove brand of personal care products currently includes everything from shampoos to deodorants to facial washes. Dove Beauty Bar is the original product of Dove which has been around since 1957. The Brand has a strong focus on "purity, moisture, cleanliness, natural beauty and touchable skin". The brand promises softness and improvement of the skin and advertises confidence as the consumer benefit (Dove.com).
The Dove brand, foundered by Lever Brothers, began in 1957. When he brand first started they sold beauty soap bars. They have since expanded to  produce a wide range of personal care products including body wash, deodorants, body lotions, facial cleansers and shampoos and conditioners. 

Photo Chemical Smog

Photo Chemical Smog-

Photo Chemical Smog is formed when sunlight interacts with certain chemicals in the atmosphere. Ozone is the main component in this type of air pollution. The Ozone is there to protect us from harmful ultraviolet radiation, which is hazardous to humans health. 
Ground-level ozone forms when motor vehicle emissions containing nitrogen oxide and volatile organic compounds react in the presence of sunlight.
Photo chemical smog is a serious environmental concern, and it poses a health problem to people living in many metropolitan regions around the world. In fact, sometimes levels of ozone are so high that school children in Los Angeles, California, are kept from going outside for recess because of the potential health risks!

Effects On The Environment-

Petrochemical smog has a devastating effect on the environment. The chemicals in the smog have a huge effect on plants and animal life. This is one of the many problems we have with global warming and the effects that it has on the plants, the scary thing about global warming is that without plants the world cant carry on. 

Why have we let it go this far?

I really love the idea of using nature as a aspect of my photography and interpreting my word of photo chemistry in this way. I think this would work really well for my advert as one of the perfumes has a rose on the bottle so i may use this part of nature to represent the environment.
I also think using this idea of killing nature in my editorial to tell as story and show a meaning behind the image.