“Nature has a purpose for hair”
Activating the Reptilian brain through sex and surprise
“Not all dare to stop suffering”
Activating the Mammalian brain by triggering empathy Commitment Exclusivity
“Would you sacrifice 5184 hours of your life?”
Activating the Rational Brain through reason, logic and sense of individual identity
Proposal
Based on the brand's discursive tone, we invited women to reflect on what would have happened to their relationship with their hair if something as educative as art had celebrated female bodies in their fullness instead of reflecting hairless bodies.
Concept
Over the past 5 centuries there has been a widespread pressure of various depilatory practices pushed upon women. Visual representations of women are immaculate and prepubescent, as if their bodies grow but not their hairs. We question our audience and invite them to reflect on why something as natural as letting your body hair grow has stopped carrying aesthetic value.
We launched a question that seeks to reflect on why something as natural as letting your own body hair grow has stopped being considered aesthetically pleasing by making an appeal to their rational side in order to awaken the acceptance of themselves and their hairs.
Reinterpretation of “La Maja Desnuda”
Neocortex - Storytelling, reason and logic
Reptilian Brain- Sex
Mammalian Brain - Empathy
Key Words
Nature, sensuality, hair, beauty, history, delicacy, purpose, femininity, youth, skin, softness, aesthetics, woman, art, body, senasi, sensitivity, warmth, proximity, tranquility.