Challenge
The meaning of beauty, aesthetics and attraction in women has been dramatically changing in recent times. From Body Positivity to the fashion of Hip Dip, standards are changing.
The question is why? Who gains and who loses in the process? And most importantly, how is the changing meaning of beauty changing people’s everyday lives?
Brazil was chosen as the first location for research, as its ethnic and socio-cultural diversity offers a true magnification of a global phenomenon.
A longitudinal Immersive HD study was conducted to understand how beauty is seen and experienced in real life.
The month-long fieldwork moved across different states, from vibrant Rio, to remote areas of the Amazonas.
Cross ethnic patterns as well as specific articulations of beauty were identified.
These patterns were correlated to women’s lives and how they affect or can be used to achieve success, both professionally and personally.
Based on these patterns, 3 areas of opportunity for innovation were identified, with appeal that could reach further than Brazil and South America. A ‘Code of New Beauty’ for effective communication is under development.