BEAUTY
ATROIS STUDIO art directionCAROLE MÉTHOT make-up + plastic interventionJEANNE RIDEAU wordsMATHIEU FORTIN photography
Hearing the word “Make-up” might remind someone of an idealised ad, a well-known slogan, a colourful range of lipsticks or a popular YouTube tutorial. Make-up is actually more than a formulated solid cosmetic put inside a glossy packaging, taking part of a hobby or a beauty daily routine.
Since its creation, it has aimed to emancipate women, to boost their confidence and to make them feel better in their skin. It was also a way for some people to start their own business, to share universal messages.
Going beyond the embellishment of eyes, lips or eyebrows, make up has been mainly used for decades as a tool of seduction and youth preservation. It is now more considered as a unisex way of self expression, a creative process upon which communities are built.
Thanks to the digitalisation of our society and the growth of social media, make up ideas are constantly shared across themed make up tutorials in which the use of a single product can be twisted into different ways or, if not, in which a part of the face can be highlighted across an unexpected angle.
Make-up has a strong history according to so many different cultures and traditions, creating a cultural hub with a strong sense of sharing. Beauty is also following societal trends, as well as the innovation and technology such as the progress of plastic surgery or beauty gadgets.
If shopping malls introduce highly similar beauty brands merchandising, the beauty industry has still so much to explore and express.
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