Evaluation

ALT-GAN is a photographic story-telling sequence that showcases the quality of organic beauty products and the theoretical journey a consumer may take, choosing naturally sourced products over mass made chemical alternatives. The aim of this report is to summarise the overall project, touching on aspects such as learning outcomes, the relevance of ALT-GAN and a self-critical analysis.

At the beginning, when researching into organic, I aimed to direct the project towards professional women who could afford the upkeep of organic products. These women had experience in the different makeup available in stores, from high end to high street, and were looking for alternative options. My aim was to find the best of organic available on the high street and show what makeup looks could be achieved. Ultimately to remove the stigma that surrounds the idea that Organic makeup isn’t the best quality compared to larger mass made products. My final outcome, ALT-GAN, a website, engages the customer through creative imagery making them conscious of the options that they are making when buying products. They can see the evolution of the chemicals surrounding the skin, trapping the skin leading to the skin becoming free. I initially said that I wanted to aim my photographic series at women aged 24-30, but I think this was a wrong estimation, as younger women are interested in organic products and healthy lifestyles as well. I think to put an age range on an organic project was incredibly restricting. The target market should have been based on aspects such as consumer habits, lifestyle choices and people looking for a change in their normal beauty regime. I mentioned in my proposal that the older women would want to be trendy and keep up with trends that will keep them looking and feeling young. However, once again I think that this comment was wrong because most people look at trends regardless of their age. I myself in my early twenties am now extremely conscious of being healthy, of what I put in my body and on my skin and also how I can keep my skin looking young! I think because people are so image conscious, a restriction on the project such as aiming it at women who are 24-30 looking to stay trendy just would not work. The project was a lot broader than originally intended, which isn’t necessarily a problem. I have learnt that sourcing your target market and pinpointing a specific group of people to aim a project at is a lot more difficult than it looks and can change as the project evolves.

On the subject of projects evolving, initially I set out to make an online exhibition with a series of images and blog posts to show what chemicals are used in everyday products. The online exhibition was going to have four sections, Natural, Mother Nature, Quality and Inorganic Decay. When creating the project and looking at the moodboards I had created for the proposal, I realised that the four area’s would not work and did not make sense together. I wanted to have sections that would lead the audience through, connecting each segment to the next. I struggled to find links between the four narratives and decided to come up with three alternative options to help make the exhibition flow. I also decided to change the outcome from an ‘Online exhibition’ to a ‘photographic series’. I wanted the project to be less constricted than what it would be if it was made into an exhibition. The exhibition would have had to be formal and clean cut like a physical exhibition. The photographic series gave me creative freedom in the sense that I could photograph anything and make it link together through a series of metaphors. I thought the online exhibition would have been too similar to some of the competitors that I mentioned in my proposal. I wanted to create something that could be web based but could also be easily turned into physical copies if the opportunity arose.

To be critical of the project, I don’t think that it would be that relevant to the market right now. I think the photographic series would need a bigger following than what it has, which was an area that I didn’t consider in much depth. In order to make it a threat to competitors and relevant in today’s market, it would need a bigger promotional push to make people more aware of its content. I also think that the project would need a lot more content and collaborations from other opinions to make it anything that could be seen as a rival to other companies. However, the project could be seen as relevant to the audience because they are there to learn something about that they may not have been aware of before. I hope that the photographic series is considered more of a creative educational tool, that would be of relevance to the audience and those interested in the organic alternatives available.

My time management and communication levels with the tutors will be something that has let me down with this project. I found that I thought I had more time than what I did and was less motivated for this project than anything I have ever done before. Even though I made a schedule I found that I completely ignored it. I think this was because I decided to change what I wanted to do, creating a photographic series instead of an online exhibition. I did not meet with my tutor once, and I think that this probably reflects in the work that I have produced. I know that this will majorly affect the grade that I get but I found that I lost my way and avoided asking for help, stupidly. Although I have managed to create a photographic series, I think that I could have done better. I don’t think that I pushed myself to the best of my ability and I regret not using the amount of time given to me. I think that I got side tracked by the work based learning and thought I had longer to achieve this than what I actually had. Overall, I know this would have let me down but I think I still have managed to show people how organic products can rival that of others on the high street.

I found making the website was the most time consuming aspect of the whole project. I underestimated how much time and effort goes into making a successful, working site. I also underestimated the complexity of choosing colour combinations, fonts and text sizes along with producing a decent amount of content. I think that I should have researched into website making more and researched thoroughly into competitors to see what works and what does not work. I also didn’t give consideration to anything that could go wrong; I didn’t allow time for such a scenario. I found that I didn’t encounter any problems, apart from my card being blocked when trying to buy the domain to my website. A problem that was easily solved but time consuming.

Finding models and photographers that were available to shoot was something I found quite challenging. I used the website Purple Port to source the other creatives that I needed for this project. I found that the people that replied to my casting were not suitable and that the photographers didn’t produce the work that I had envisaged. Therefore I had to turn to people I knew and I did the photography myself. Doing the photography myself just added more stress to the work load that I already had, however I am pleased with how the imagery has come out. Once again my time management here lacked, and I didn’t consider how long it would take to find the perfect model and photographer. This is something I think I should have sourced before Christmas.

Overall, this project has taught me that I need to organise my time wisely and that my communication skills seriously lack, which is something that I need to work on in order to progress in any career. I have also learnt that I need to undertake more research in order to be successful. If I had more research I think I would have been more prepared in the design aspect. Although I enjoyed working out what works well together, I definitely underestimated how long it would take me to create. In order to further improve my project I would carry out more research and push myself further in the creation of the photographic series. I would use more models and focus more on the makeup and the looks that I was creating instead of creating imagery that was more focused on the photography. I would evolve the project to include interviews with people who are also interested in organic and natural beauty products, like Nat Van Zee. I would also look at creating my own organic and vegan friendly products to appeal to a wider audience, furthering the idea that organic products are of a exceptional quality. 

Instagram

In order to engage more people in the project and to get a wider audience I created an instagram page. The importance of social media is vital for a project to be successful. Without social media, people would not know about the project. It is also important to keep the project up to date, adding content to keep the audience interested. I have learnt that it is easy to lose the interest of people quite early on, and if you haven't engaged the audience than they won't care for what you are doing. I also found that in order to engage, you first have to attract your target market and then work from there. I did this by using the relevant hash tags and following the main organic beauty companies. 

https://www.instagram.com/alt.gan/?hl=en

Shoot Day

The shoot for the content of the website happened over two days. One location was a rapeseed oil field near Winchester. The other location was in the park opposite the University where some bluebells were growing, and also in the studio. 

Winchester - On the first shoot day I wanted to focus on getting the 'Texture' content for the website. For this I decided that I would go to a local woods which has a view of the countryside and look at the textures that I could find there. I spent most of the day walking around looking at the textures in the trees and on the ground. I also used a piece of material and experimented with the light reflecting through. I also put it over the textures, for instance the bark on trees, to see what imagery was reflected back. The only problem I really encountered here was the sunlight vanishing behind clouds. I had to wait for some time while the clouds disappeared otherwise the images were quite dull. It then began to rain, so I decided to leave and go to the next location. 

The next location was a field full of yellow rapeseed oil crops. Luckily the sun had come back out which made the images contrast against the blue of the sky. I spent the rest of the day here experimenting with the use of materials over the crops and also over the camera lens. I wanted the material to represent the chemicals that are found in everyday products, and the crops would represent the organic nature which is better for our skin and the environment. I decided that this location would best represent the 'Nature' content of the website, instead of 'Texture'. I think these images came out really well, the composition of them worked well along with the contrast of colours and textures. I didn't encounter any problems on this location other than the weather changing for the worst which meant that I had to go home earlier than intended. 

The Park - Since the location shoot in a field, I really wanted to find a location that had bluebells to create more of a contrast of colours to represent the multiple chemicals found in products. On the way to university one day I noticed there was bluebells in the park opposite. So I decided to get my model and shoot in the park. I wanted the bluebells to be surrounding the model, so she had to lie down on the ground. This location worked well for what I wanted to achieve. I once again used the material to represent the chemicals. I then also used the nature around to get some more content. I took pictures of the model surrounded by texture and nature. In the end, the images were the model was surrounded by bluebells didn't work because the sun was in the models eyes which ruined the poses. The images that did work included texture which was good for the content of the website. 

Studio - On the same day, I also had the studio booked. I decided to use a dark backdrop for the 'Pure' section of the website as I had this idea to shoot the curves and bones from the skin to show how one has freed their skin from the chemicals. I used one white board and one black board either side of the model initially to reflect the light. In the end, I just used the black board to create shadows on one side of the skin. I used two light at the beginning, one soft box and one honeycomb light. In the end I didn't need the honeycomb light. It took me some time to set up the camera settings and the lights which really consumed the time that I could spend on the makeup. If I had my own photographer, this time could have been spent on experimenting with more imagery. I am happy with how the images came out and in the end they didn't need much editing which was perfect for my time management. I also experimented with blurring the images, having a longer shutter speed to catch the model moving around with the material. I wanted that segment to represent the model trying to be freed from the chemicals that shrouded her skin. 

Overall I am happy with the locations that I chose to create the content for my website. I do however think that I should have used more studio time and gone to the beach and shot there like my proposal stipulated. I put not doing this down to poor time management which has affected my overall project. 

Harmful Chemicals

Have you ever wondered what some of the chemicals in your everyday products do to your skin? Below is a list of the chemicals that are found in beauty products on the market, with surprising results. 

Sodium Laureth Sulfate and Sodium Lauryl Sulfate - The two sodium's are found in products that lather up like shower gels, toothpaste and shampoo. The chemical is a skin irritant, yet when looking through the products in my own shower most of them had one or both of the sodium's in them. Even the products that are regarded as products to help with conditions such as eczema. 

Triclosan - Found in hand sanitisers and deodorants, Triclosan is an environmental toxicant. Therefore the chemicals found in everyday products not only effect our skin, but they also effect the environment. I never gave any thought that my deodorant, or anti-bacterial products could be effecting the environment. 

Silicone Chemicals - Silicone chemicals found in moisturisers and other cosmetics is a skin irritant and also harmful to the environment. Once again, I did not realise that my moisturiser could be effecting the environment or my skin. Moisturisers are there to look after the skin and maintain the moisture level, so it is surprising to see that most have silicone chemicals in them that irritate the skin. Once again leading brands that focus on helping people with problem skin have put these harmful chemicals into their products. 

Parabens - Found in moisturisers and cosmetics, the parabens are an allergen, a male reproductive toxicant and also a immune toxicant! 

Petrolatum - Found in lip products and moisturisers, the petrolatum is an allergen and skin irritant. This explains why lip products are used so much because they make dry lips better for a little bit until the product wears off meaning consumers become reliant on the product, which is actually harmful. Green people UK do a really good alternative to lip products like Vaseline. Although it doesn't taste that great, it works, and isn't harmful to your skin or the environment. 

Overall, it is shocking to see that these products are allowed into products that come into contact with our skin everyday. Albeit they are in small quantity's, but the harmful chemicals are still there. Not only do they go on our skin and get absorbed, but they also go down the drain into our water systems which was an aspect I never really thought about. If everyone is using these products that have harmful chemicals in them than that is a large quantity going into the environment. Learning the difference between chemicals has made me aware of what I use on my skin and I now currently actively seek out products that are organically made. The aim of my final major project is to inform other people of the chemicals that are in their products and make them aware that there are alternatives out there, especially with makeup. 

Although this is a short list of the chemicals found in products, there are many more that are harmful to the skin and the environment. To avoid harm to the skin it is so much better to use organic products that are better for your skin and the environment. 

Reflecting Feedback

To reflect upon my project proposal, I would say that I was very confused about what I was trying to create. I knew that I wanted to make a project about Organic Beauty and the alternatives that were available on the market. This was to broaden my own mind and interest about the quality of organic products. I recognised the current trend of being healthy in all aspects of life, but found there was less of an interest in the beauty sector. There is always talk about what products are animal friendly, but people don't usually take into consideration the chemicals that are also placed into our much loved products. I wanted to create a project that would educate people into realising what companies actually put into our products and how harmful they are to not only us but to animals and the environment. I think that I struggled with what kind of online platform I would use to present this idea across. I knew I wanted to make a website but I didn't know what kind of website to make. In the end after receiving the feedback for my proposal I decided to make a photographic series that would help to engage my target market more. 

In order for this project to be successful I need to carry out more research, both online and looking at the products currently available in store. I need to look more in depth at my competitors as I have realised that Nick Knight and Nowness aren't really relevant to what I am trying to create. As I am looking more at a trend, I should have looked at websites like WGSN and figured out who my competitors were from there. I also need to look at other websites and decide what aspects work well and what doesn't. Therefore I can decide how to design my website in a way that will lead the audience through effectively. 

Feedback and Comments

Feedback and comments

Below is the feedback I received following the hand in of my project proposal. I have also added my own comments at the bottom in reply to the feedback. 

TUTOR COMMENTS:

'An interesting premise for a project, although some of the statements made are generalised and would have benefitted from critical evaluation of the secondary and primary information sourced throughout and a more informed perspective that goes beyond highlighting the most obvious links to the organic beauty industry.  What has become clear is that this is aimed at a growing specialist market, and it would have been more useful if the proposal had made this clearer by citing further relevant facts and figures, plus wider range of organic brands and social media links that this project proposal has based its outcome on. What is also not clear is why the platform you have chosen is an exhibition, specifically why an online exhibition would be desirable to your target market.   I partly agree that the target market you have cited is appropriate, but I would have liked to have seen more in depth research and questioning to evidence that you have truly understood who this will appeal to. I am surprised that the you have not suggested that the marketing arm of the organic beauty industry itself would not be interested in a vehicle to showcase its products. You cite Showstudio and Nowness as sources of inspiration - however both sites are viewing platforms for fashion innovation, not exhibition spaces - which is a very different proposition. You must make it clear which it is you wish to develop. However as a platform for displaying the potential for organic beauty now and in the future, this idea taken further could be rather successful.  Unfortunately while you have considered initial themes to base you visual outcomes on, you have not fully considered how they will be delivered - which is where the innovation and critical presentation should derive from.  This multimedia format could be presented in the form of not just video and photography, but also cinemagraphs, gifs, illustrations, animations, audio files, podcasts etc to take advantage of the fact that this is a virtual space.  The point is to involve the viewer in a more immersive experience that convinces them that organic is a more engaging solution to base their lifestyle choices and cosmetic beauty selections on - and this means that you have to acquire a more sophisticated method of translating your ideas beyond the 'model holding dead flowers'. This also appears to be trend led, without any reference to specific products/organic materials for the reader to aspire to attain, which is partly the point of this area of the cosmetic industry and the direction of the project as outlined on page 4  of your proposal "there is still more to be done to educate".

Your production schedule does not fully take into account the time it will take to develop a site that appeals to your target market - and a lot of the schedule you have outlined appears to be spent shooting images, with little consideration of the time required for post-production/editing, particularly as it appears that you will be attempting to do all of this on your own (I would have liked some indication of the team you intend to work with here).  There is also little consideration of how the website/exhibition will be promoted to potential viewers to support your launch in April.

The premise of this project proposal is a good one, but more exploration of its possibilities, how it fits in to advances in this field and how it could apply to its target market would have provided a more considered presentation. What is admirable is your attempt to conceive a project that contributes to the area of trend forecasting by developing this niche concept.  Please take note of the comments provided, they are there to help you move on with the project so that it can develop to its fullest potential.  

Agreed second marker Jane de Teliga'

The feedback given from the proposal I put forward to look into Organic Beauty has helped me to understand and further my research into my chosen project. I have realised from the feedback received that I need to look further into who my target market is and why I have chosen to aim the website at them. In order to do this I think I would need to do some more market research, such as surveys to find out what people really know about organic beauty and what they use already. This research will then help me create a visual platform that will really engage the consumer. I agree that I need to adopt a more sophisticated method of translating my ideas, which is something that I have always struggled with. This project will hopefully teach me how to convey my ideas in a better fashion. I think that I struggled to decide on what I wanted to make this project on, which is apparent from the feedback I have received. I wanted to touch on the current trend of Organic Beauty but did not want to base a whole project around this as I didn't want to make a trend forecast. Following the feedback I have decided not to make an online exhibition because I didn't want the project to be so formal, I wanted it to be perceived as more of a experimental photographic series. The exhibition would have had to have been formal and clean, I think that creating a photo series gives me more free reign to create different content, whereas I think with an exhibition I would have been restricted to what I originally stated that I would be doing. The photographic series would allow me to change my ideas as I went along. 

The feedback about the production schedule is accurate. I didn't take into consideration the amount of time that it would take to create a successful website.I also didn't leave much time to edit the images and I didn't state who I intended to work with because at that time, I did not know myself. 

I agree that it is a niche concept which requires a lot of work in order for it to be achieved. I hope that I achieve what I intend to set out to do. The feedback I received has helped me to realise how much I need to do in order to make this project work.