Taryn Lee and Vivian To
Projection on Cosmetic Cabinet
What started off as a broad investigation into the cosmetic beauty culture narrowed itself down into a sinister, yet ironic play of how advertisements promise higher self-esteem by targeting peoples’ insecurities. The culture of media targets young women globally, but due to our intimate cultural ties with Korean culture, we honed in on the intense beauty industry of “K-Beauty”. This project incorporates a popular, upbeat make-up commercial that embodies the seemingly innocent messages that subliminally pervert ideas of self-confidence by necessitating a purely cosmetic product.
The space we projected onto was a cosmetic cabinet in an apartment on campus. We felt that the domestic implement would conjure a sense of intimacy between the viewer’s experiences with it. A cabinet called to be activated by females’ close relationship with storing their host of beauty products, and thus insecurities, into it’s ordinary structure.
There are four media projections that are played at the same time. As both women from Asian cultures, we decided to use a Korean makeup advertisement as the main media in the middle to effectively portray what some Asian beauty standards are like. Using the router and LFO dials, the top and bottom projections are accelerated videos of different Asian products being placed on a shelf. The content of these videos complement how advertisements influence people, especially female consumers, to constantly buy beauty products. The fast-forwarded effect shows how there is no limit to the number of products consumers will frantically buy. In addition, we intertwined clips of ourselves “looking into the mirror” in the advertisement to show how no matter how many products we end up buying, it may not make us happier or more confident. Instead, it will only increase our insecurities and lower our self-esteem as we depend more on these products. We also edited the saturation of the main media to go back and forth between grayscale and color to show how everything is not as easy and happy as the advertisement makes it out to be.