Updated: Feb 8, 2019
Asier, or "The beginning," a brand that promotes real beauty inside & out.
So, my life has been kind of crazy. Any of you that know me know I love to travel, I have been everywhere from Egypt to Switzerland to Alaska, but there are still so many places to see and cultures to learn from. I'm continually looking for the next place to dig my heels into, so a few months ago I decided to move to Hong Kong for the year. Don't worry I didn't drop out of school, my University has a campus in the heart of the city, and so I packed up my things and bought a ticket, and voila my China adventure began.
Anyway, so the point of that little life update was to introduce this new hypothetical brand I worked on for the last few weeks of my semester in my fashion ethics class. See, whats interesting about Hong Kong is that beauty has completely different standards from the west, yet some of the issues are still the same. In the west, tan skin is looked upon as being beautiful, but in the east, it's all about being as fair and lovely as Snow White. In the west its all about being sexy and provocative, but in the east women aspire to be cutesy and cartoon-like. Beauty standards change but what's consistent is a lack of positivity surrounding body image. Whether you are in the west or the east, advertising for beauty or spa products tends to show an unrealistic version of how a product is used and who is using the product. Shampoo ads show a 6 foot tall blonde gorgeous woman getting out of a shower with a full face of makeup on, and perfectly blow-dried hair and shaving adverts showcase the same woman, with no body hair, shaving her moisturized and already groomed legs. So my partner Shreya and I came up with an idea inspired by the new Billie advert that is said to be the first razor advertisement to showcase body hair. We wanted to create a spa brand that was not only affordable, sustainable and luxurious, but would also portray real women using an actual product thus promoting a positive body outlook no matter shape or size.
I mean honestly, even if you are a 6-foot tall, gorgeous model, who hasn't come out of the shower with mascara dripping down their face looking like a raccoon, or had tangled messy knotty hair that makes you look like a wet dog. Most of the time we laugh at ourselves and then use our spa products and suddenly feel 10 X better. That's what we wanted to emphasize, not the way you look, but that feeling of luxury when you use your favorite spa product in a real setting.
So we created an advertisement campaign using three distinctly different beautiful women that were not models, and asked them to have fun while using our product in an everyday setting. We then took pictures of them on the most basic of disposable black & white cameras and created some of my favorite advertisements using completely untouched photographs. We aimed to be as body positive as possible by showcasing that real women don't necessarily look perfect when they are pampering themselves, but they always feel beautiful when they are doing so.
So what is Asier really about? We think its described best in a single phrase.
This is us. This is our product. This is beautiful.
Creative Directors & Concept by Alyssa Advano & Shreya Lunawat