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The product I have chosen to promote is INARA SCRÜBS. The reason as to why I have chosen this product as opposed to other products is mainly because this product is something that I have created myself. I formulated this product as it is a vegan, organic and cruelty free body scrub. There are many product that are similar to mine, that truthfully, would most likely do the same thing. Although, I am choosing this product and promoting it from a cruelty free perspective. Not many brands promote their products from this perspective and rather use factors as "purifying", "hydrating", "moisturising" etc to promote their product. Due to this, I have decided that I am promoting my product from a different angle that isn't really considered by most brands.

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Against Animal Testing - We Choose Cruelty Free Beauty

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Against Animal Testing - We Choose Cruelty Free Beauty

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Against Animal Testing - We Choose Cruelty Free Beauty, video, Youtube, 23 May 2019, viewed 19 July 2020 <https://www.youtube.com/watch?v=Os8UqqHafR4>

This video portrays a number of individuals who are standing with animals to portray the message "choose cruelty free". This shows how standing by cruelty free can be done by anybody and reads a strong message as to why cruelty free is necessary.

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Against Animal Testing - We Choose Cruelty Free Beauty

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PETA. n.d. These Beauty Brands Are Still Tested On Animals | PETA. [online] Available at: <https://www.peta.org/living/personal-care-fashion/beauty-brands-that-you-thought-were-cruelty-free-but-arent/> [Accessed 12 July 2020].

This source provides a list of the cosmetic brands that still test their products on animals. This is a useful source at it provides an insight into the cosmetic companies that still test their products on animals in order to penetrate new markets. Although brands may label their products as cruelty free, they still will pay for their products to be tested in other countries in order to penetrate their markets.

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kesha says be cruelty free, video, Youtube, 25 June 2015, viewed 16 July 2020 <https://www.youtube.com/watch?time_continue=31&v=H1A4rcL_ZTY&feature=emb_logo>

This campaign from Kesha is a similar video into what I am trying to recreate. It has the same foundation as it does for my promotional video and has given me great ideas which i can adopt and implement into my promotional video.

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Attention: To grab my audiences attention I hope to create a promotional video that opens their eyes to situation that surrounds animal testing. By using something that is done everyday by people and adding a twist, I hope to grab my audiences attention and bring more awareness to animal testing.

Interest: By recreating a situation that most females find themselves in, I hope to create an identifiable situation. I hope that it allows the audience to put themselves in the shoes of the protagonist to create a sense of reality.

Desire: The first scene will hope to deliver a more eye-opening and shocking feel to my audience as they are faced with the reality of animal cruelty and animal testing for products. This scene will be eery and uncomfortable as animal testing is brought to light. Once the scene is over, the mood will change from eery to a more peaceful tone, and encourage an emotional change.

Action: After viewing the video, audience members should feel a sense of disbelief and be more aware that animal testing is quite a predominant factor in the cosmetic industry. They should feel the need to look for the cruelty free logo when purchasing new products and be more aware of the message "cruelty free is not a good look".

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Humane research australia (ending animal experimentation)

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Humane research australia (ending animal experimentation)

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Humane-research.worldsecuresystems.com. n.d. Be Cruelty-Free Australia Campaign. [online] Available at: <https://humane-research.worldsecuresystems.com/campaigns/choosingcrueltyfree> [Accessed 18 July 2020].

After watching this video I decided that I want to resemble something similar in my promotional video, portraying the number of animals tested and experimented on and providing an insight into how they are treated.

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The product that I have chosen for promoting is INARA SCRÜBS. INARA SCRÜBS is a small business that I started in 2019 with 2 of my close friends that shared the same vision as me. This business is an extension of myself and what I love and formulated a body scrub taking into consideration the amount of consumers who purchase ethical, vegan, natural and cruelty free products.

The way I have chosen to promote INARA SCRÜBS is by promoting it from a cruelty free perspective. By promoting it from this perspective I hope to open the eyes of my audience and reveal the benefits of purchasing cruelty free products.

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My chosen target audience is females, aged between 14-28 who attend still high school and university or are working. The target audience are individuals  are unaware of how to shop ethical and what it means. I feel by targeting this audience I will be able to generate a larger response and draw their attention to the issue of animal testing.

My plan is to capture the audiences attention by confronting them with the harsh reality that animals goes through when products are tested.

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For my colour pallette i will be using a analogous colour scheme mainly focusing on the pinks.
Pink represent love, compassion and nurturing.

The other main reasoning for choosing these colours because they work in correlation of the packaging of the product that I have chosen to promote for my promotional video.

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facebook link: https://www.facebook.com/INARASCRUBS/
Instagram link: https://www.instagram.com/inarascrubs/

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IDEAS

1. Body scrub
2. Cosmetic Line
3. Lashes
4. Moisturiser
5. Lip gloss
6. Exfoliator
7. Bottle
8. Clothing
9. Clothing for different occasions
10. App for phones
11. Website
12. Blog
13. A perfume or fragrance
14. Fitness tracker
15. Health tracker
16. Black lives matter
17. Mental health issues
18. Suicide issues
19. World Hunger
20. Justice
21. Equality
22. Gender equality
23. Sexual harassment
24. Workplace safety
25. Domestic Abuse
26. Suicide prevention
27. Pride month
28. Same sex issues
29. Legislation
30. Health care system
31. Covid-19
32. Health care issues
33. conspiracy theories
34. Gym equipment
35. Gym clothing
36. Fitness
37. Food
38. Bars
39. Restaurants
40. Donald Trump
41. Art
42. Street art
43. Vandalism
44. Statues
45. Historical monuments
46. Travel destinations
47. Greece
48. Lebanon
49. Egypt
50. Spiritual encounters
51. Skin care
52. Books
53. Aboriginal issues
54. Stolen generation
55. Centrelink
56. Government
57. Parliament
58. Abuse
59. Animal abuse/cruelty free
60. Arranged marriages
61. Driving
62. Drink driving
63. Legal drinking age
64. Products
65. Flavoured water
66. Vitamins
67. Vegam
68. Organic
69. Cruelty Free
70. Natural products
71. Vegetarian
72. Plant based foods
73. Non-GMO food
74. Fast food
75. Calorie intake
76. Second hand shops
77. Family tree
78. TV shows
79. Movies
80. Education system
81. Smoking
82. Drinking
83. Partying
84. Gambling
85. Drugs

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Sources:
http://www.quicksprout.com/the-complete-guide-to-understand-customer-psychology-chapter-4/
- this source provides and explanation of the tints and the meaning behind different colours, this will provide me with an in depth understanding of what colours I should choose and the types of fonts i should pair them with. This will convey my message more practically and add emphasis on the message I am trying to convey to my audience.

http://joogpot.eu/knowledge/16-webdesign/57-evoke-emotion-through-typography

this source had provided me with an explanation into the tones and types of fonts. It provided emphasis and clear understanding of typography and the emotions that you will provoke by following it.

http://paletton.com/#uid=15A0u0k7DMj0++33SUTbZAHgRsV

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A young women, Zoe, jumps out of the shower, wraps herself in her warm pink robe and sits at her vanity. She looks at herself in the mirror and starts to apply her skin care routine before heading out with friends.

In another room a rabbit is found getting applied his own skin care routine by a man in a lab coat surrounded by different chemicals and solutions.

The same women is seen as she is using various products that don't have a cruelty free logo on the packaging. she notices the missing cruelty free logo and looks in the mirror ashamed and unhappy.

The rabbit is seen getting applied more test products and looks distressed and ill. A solution is poured on the rabbits fur by the experimenter and the rabbit starts to struggle in pain.

A different women, Maria, is having a shower before bed. She is using her 'INARA SCRUBS' coconut rose body scrub. She always looks for the cruelty free logo when purchasing products. She continues her shower smiling and peaceful.

"Cruelty free looks good on you"

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"cruelty free looks good on you"

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Going into this course, I am keen to expand and fruition my creative thinking in a way that can be appreciated. This task allows not only me, but the other students to think and create in a way that is guided by our own creative thinking that is not based off subjects guides and textbooks. This course will provide an opportunity to tap into my creative side and show it in a way that can be appreciated, helpful and important.

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Edelson, Sharon 1990, ‘Beauty goes where it's greener. (natural, cruelty free beauty products) (Cosmetic, Toiletry and Fragrance Association supplement)’, WWD, vol. 159, no. 38.

This reading provides an insight into how large and small cosmetic companies are entering the market with natural cosmetics. This source is useful as it explains how small and large companies are marketing their products to audiences that are concerned with the environment. From this source, I am able to understand how businesses are "going greener" and integrating natural ingredients and biodegradable packaging. This source provides me with a great overview of how these companies are implementing these new strategies and are banning product testing on animals.

Mone, G 2014, ‘New models in cosmetics replacing animal testing’, Communications of the ACM, vol. 57, no. 4, pp. 20–21.

This source provides an detailed insight into the ban on animal testing enforced by a European union. The author explains how the ban on animal testing is due to concerns in ethics of testing but also a result of other factors. This reading explains how animal testing hasn't been reliable when evaluating toxicology within the cosmetic industry and also describe how animal testing are a lengthy and expensive process. By also looking into a "virtual model", this reading explains how researchers will interweave models of the body systems to trace the effects of toxicology which will replace the need for animal testing and provide a more accurate focus on research. Overall this source will provide me with great insight into animal testing in cosmetic companies and the alternatives that are now being implemented by companies.

‘CRUELTY-FREE LABELING’ 2013, in The Global Guide to Animal Protection, University of Illinois Press, Urbana; Chicago; Springfield. p 284

This source overviews the concept of cruelty free labelling and describes how consumers are now shopping with "compassion". More consumers are becoming more aware of the implications of animal testing and are now switching out products with more ethical brands that are cruelty free. This reading breaks down animal testing in the cosmetic industry and explains the process organisations go through to ensure their products are cruelty free. I found this source to be interesting as it explains all the necessary factors that contribute to animal testing in the cosmetic industry. Ensuring that I take the information on board from this reading, will assist in the final production of the promotional video.

Royal Society of Chemistry 2006, Alternatives to animal testing editors, R.E. Hester and R.M. Harrison., Royal Society of Chemistry, Cambridge, U.K. p 95-112

This source describes how cosmetics and skin care products are a part of consumers everyday lives and why testing the chemicals in products poses importance. This reading looks into hazard characterisation, exposure assessment and risk characterisation.management which are important factors when dealing with toxicology. This source provides importance as it provides an insight into the importance of testing chemicals and also provides details of alternative testing methods as opposed to animal testing. This is useful as it helps to understand that animal testing is not the only option when dealing with toxicological research.

Karampournioti, E, Hennigs, N & Wiedmann, K 2018, ‘When pain is pleasure: Identifying consumer psychopaths’, Psychology & Marketing, vol. 35, no. 4, pp. 268–282.

This reading deals with how companies incorporate ethical and environmental policies for consumers. This reading also explains that despite consumers possessing ethical and environmental views there is also a "dark side" of consumer personality. By mainly focusing on consumer attitudes towards brands and focusing on animal cruelty, this reading enables a deeper understanding into how consumers view companies that conduct cruel practises and those with ethical practices. This source will be useful as it will provide a understanding into how consumers think and react when dealing with animal cruelty in the cosmetic industry. This will contribute to the overall promotional video as it will assist in appeal to the appropriate target audience.

Amy Bainbridge, Clare Fryer, Mark Kindness & Zoya Sheftalovich 2013, Animal Testing: An investigation group by Choice has found a large number of cosmetic companies are misleading customers about their animal testing policies., ABC News Victoria, RMIT Publishing, Melbourne (Vic.). viewed 14th July 2020 <https://search-informit-com-au.access.library.unisa.edu.au/documentSummary;dn=TSM201305050073;res=TVNEWS>

This video describes how a large amount of cosmetics companies are misleading consumers about animal testing policies. Cosmetic companies are allowing animal testing to carry out in order to gain access to the chinese market while telling australian consumers that they remain cruelty free. This source describes how important cruelty free products are to consumers and, although not all companies can claim they are cruelty free if they export products to china as in order to access the chinese market, products must be tested on animals. This source is very useful to my promotional videos as it shows how animal testing is still conducted by big brands in order to gain access to overseas markets.