Japanese Beauty VS Western Beauty Mini-Mag/Zine/Trend Sourcebook: WIP V4

This is continuing to work towards Objective 4: To prototype a range of design work targeted at 18-24 year old women, highlighting impacts of cross-cultural beauty/fashion trends on self-perceptions and body image.

Below shows development of my sourcebook of beauty trends, showing particular development of spreads and title pages for ‘east’ and ‘west’ categories.



Above shows the ‘east’ title page which will be placed in the middle of the book where east and west trends meet. The arrow has been placed in order to show the reader in which direction the trends are in the book, whilst also depicting where Japan is on a globe/map, therefore eastern trends will be on the right hand side of the book.

This also means that when opened from the back and read like a Japanese magazine, this will be the first section to be viewed, or when opened from the left, or like a British magazine it will be the second section to be viewed. This idea was derived from looking at both Western and Eastern magazines and how these are designed, published and printed with the native audience in mind. This is shown above. The same idea has been applied to the West title page with fonts and aesthetic details being taken from key spreads to create a visual link and association to the reader.



Above shows development for the ‘tanning’ spreads from the western trend section of the magazine, using images from the St.Tropez instagram account and website which have been tagged with the hashtag “showthatglow”. By using polaroids to showcase the images, this hints at the ‘holiday’ theme further which is what is aimed to be achieved by wearing fake tan, whilst also aesthetically fitting in with the chosen theme. At this stage placeholder text has been used for the main body copy to allow for the spread to be designed around the copywriting and allow for a word count to be depicted. Various sans serif fonts were experimented with for the title, giving a clean and polished look to the spread whilst hinting at affluence which is also associated with being tanned in Western societies. I still feel this spreads needs more work however is a good starting point for further development.

It was important to include ‘tanning’ as a Western trend as this contrasts Eastern trends of skin-lightening.


Above shows a further development of the Kylie Cosmetics spread, showing a much simpler and cleaner left hand page, allowing for more visual balance, removing the coloured text box and marble background allowing for a visual contrast also between the two pages. I also feel that this looks much cleaner and more sophisticated falling in line with the artwork used on Kylie’s site and Instagram feed – simple and to the point. The same typeface; BEBAS NEUE, has also been used allowing for a visual recognition between the site, her products and the spread. This is the same for used in Semester 1 on the “What’s My Name Again?!” satirical cosmetics collection inspired by Kylie’s range.

The idea of this spread is to show how one can achieve a particular ‘look’ of Kylie’s shown on her Instagram by buying and using her products from her product line; hinting at how we can perceive ourselves differently through an influx of social media, gazes and consumerism, aiming to achieve a celebrity/Instagram related look which is extremely popular at the moment in Western cultures, with one aspiring to particular icons and ideals.

Further context for above and below spread:

Social Media, has become notorious for ‘influencing’ what makeup we wear and buy, through the boom of bloggers and vloggers as well as through the rise of brand engagement, digital/magazine publishing and promotion as well as celebrity/cultural icon accounts. These “influencers” as they choose to be called, collectively ‘influence’ how we look, promote ‘ideals’ and almost tell us what and wear to buy our products from, however, many ‘consumers’ seem unaware of the affects these daily streams of content can have on us in regards to body image and self-perception issues, therefore these spreads aim to showcase the negative impacts of such notions, whilst also exploring the positives. This in particular relates to the below spread, “MALE MUAs”, as social media has allowed for a positive reaction to be found, shared and seen in regard to men wearing makeup opposed to just women.


Above shows development of the ‘male makeup artist’ page, using mockups of instagram photos taken from some of the most well know male beauty influencers currently on social media, Manny MUA (also discussed on a Maybelline post previously) and Patrick Starr, showcasing how social media has led to gender boundaries within the beauty industry to become blurred and non-stereotyped to females.

I wanted to showcase this in the Western trends section as this is still not seen in Japan, and has helped for many males to be themselves, whilst also adding male perception issues to the mix in a similar light to females, with these influencers becoming icons in their own right.

Typography has been experimented with on the right looking at typeface, colour and layout. Tags with social media handles have also been applied to the imagery on the left hand side allowing for readers to directly relate to and have access to their social media platforms for reference, whilst acting as a citation of the image source.

– – –

Below shows the first draft of the spreads for both Western and Eastern trends  showing how the centre spread depicts the direction of the trends and divides the book into two, contrasting halves. The spreads have been designed with body copy on the left, followed by the right on the next page, with artwork on the opposite, adding a visual balance throughout the book.

At this stage placeholder text has been used throughout.




The above spread has been designed to depict the phenomenon with YouTube tutorials, and how this can affect ones self-perception, striving to achieve ‘looks’ which are not their own. In addition, Vloggers and Bloggers have become celebrities in their own right – Samantha Ravndahl has been chosen to be featured due to having a 2.4m following on Instagram alone with similar on her YouTube Channel which is directly linked to her social media activity. In addition, Ravndahl is one of the ‘original’ Vloggers, starting her online career several years ago prior to the ‘blogger boom’ since 2015.


The above spread showcases the luxury cosmetics market in West, looking at how luxury design houses are competing with ‘cosmetics’ brands to gain a share of the market. Design houses such as YSL and Christian Louboutin have adapted their brand representation into the world of cosmetics which allows for such companies to gain a share of the market place, whilst also giving the consumer a piece of affordable luxury, unlike the clothing and shoes aspect which normally only the ‘elite’ (Bauman, 2004) can attain. In addition, celebrities are often the ‘face’ of such brands, so through clever marketing and advertising, one can purchase the same products used to create celebrity ‘looks’ to feel on a similar level, affecting self-perceptions knowingly or unknowingly.


The above spread has been designed using a feminine yet subtle colour palette, introducing makeup swatches inspired and influenced by the 3 key trends highlighted, whilst promoting the brand ABH whom is the over arching leader of such trends in regard to product innovation and promotion. These three trends are commonly seen on Instagram by social media communities, and in my opinion have shaped the content of social media in regard to what is considered ‘on trend’ within the beauty industry. ABH is famous for using celebrities to originally promote her trends, products and techniques, whilst using social media as a marketing tool to promote the brand internationally. In the past year or so, these trends have taken off and have transformed the beauty industry into a modern day epidemic of striving to fit in and conform with such ideals and methods of beauty application, whilst also inspiring other makeup brands to broaden their product lines to gain a share of a demanded and popular market.


(see above notes in regard to the ‘Male MUAs’ spread)


(see above notes in regard to the ‘East’/’West’ divider spread)


(see previous blog post in regard to ‘Princess Kawaii’ spread)


The above spread has been designed to reflect Decora beauty, a subculture derived in Harajuku, as a backlash to standardisation and conformation in Japan. This rebellion is a symbol for letting someone be who they are, and want to be, being reflected through colour, clothes and youthful style, opposed to being forced to conform to the ideals, norms and conventions of their modern society.


(see previous blog post in regard to above spread)


The above spread has been designed to promote the collagen trend which dominates Japanese beauty culture. Taking a simple approach in aesthetics, this spread is designed to be to the point and is designed to echo a youthful, brand image of that of Shiseido as seen on the packaging, utilising the same font and colour scheme yet in a more subtle and minimal manner. A youthful Japanese lady has also been used to promote the ‘effects’ of the collagen drink, showcasing the Japanese ‘ideal’ which can be ‘achieved’ through using such products.


The above spread aims to mimic a Barbie aesthetic, colour scheme and tone, using brand colours and simple fonts, allowing for the visuals to do the talking. This is a spread designed to promote ‘stickypix’, a photo booth in Japan whereby sticky-back photos are printed once editing them yourself. This particular booth allows for one to be super imposed into a range of Barbie boxes, denoting how one could look if a real-life doll, playing on Japanese youthful culture and the desire to maintain their childhoods.


(see previous blog post in regard to above spread)

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