COP 3: Project Statement

Throughout this project the influence of gender roles and characteristics on skincare brands and packaging has been explored. Research looked at the idea of gender as a social construct in order to help understand how stereotypes surrounding gender roles have been established. This stems from dressing and naming babies in a certain way at birth based on genitalia (Lorber 1994). These roles are sustained through social performance as individuals represent themselves in a way that matches their gender category. This is sustained through social arrangement that is justified by religion and law with any alternatives made to be unthinkable. Within the practical elements of this project the aim has been to provide an alternative, to provided a brand that is gender neutral but also isn't confined to the traditional clinical aesthetic associated with gender neutral personal care products. The practical elements of this brief consisted of multiple packaging outcomes for the essential personal care items, cleanser, moisturiser, deodorant and razor. This is an important aspect of the brand as men and women use 'products as a way to define themselves to others and purchase brands with a particular personality to express their self-concept' (Malar et al, 2011:36). By creating a brand with limited gender connotations, Heka is providing an alternative for people who don't conform to traditional gender roles. It was also important not to alienate those who do conform to traditional gender roles as Heka is for all, as everyone uses the products featured.

The main approach to the practical element has been to explore if it possible to create an outcome that appeals to both men and women without this being the main focus of the brand. This has been achieved through the use of colour and pattern to create an engaging design that appeals to young people aged 18-25. However this approach had its limitations as a result of how heavily ingrained gender stereotypes are within society and the subjectivity of colour theory. This made it difficult to use colour throughout the designs which explains the use of black and white within most gender neutral brands such as Aesop and The Ordinary. The designer recognises the difficulties of designing gender neutral outcomes as the focus of making it neutral tends to take over, becoming the main focus of the design decisions. This is evidenced as although the final packaging outcomes are gender neutral they don't look like a traditional skincare brand. Despite this the final outcomes are successful as the break boundaries within the gender neutral skincare market by challenging the existing aesthetic as well as assumptions about masculinity and femininity. The final outcome could have been approved if another focus group was conducted with a wider range of people of different gender identities involved as this would have allowed for greater evidence of success.