The notion of 'exemplary female beauty' and female consumerism has always been an issue for discussion in the society. With the diversification of current mass media marketing, advertising and the intention to target the females as high spenders; health and personal concerns such as purchasing on credit, eating disorders and distorted perceptions of a female's body image has been increasing. Ageing is perceived to be a disgrace and being corpulent is often comprehended to be a beauty dilemma rather than a health complication.
This project does not aim to discredit the advertising campaigns focusing on the females for they too played a role in the act of consumption. As she purchases a product, she has made a choice in an attempt to satisfy her desire. Hence, the project is created with the hope to augment the understanding about the flawless female aesthetics and the female consumerism's ramifications.