Cosmetics Brief; Contextual Research

We've decided to take forward the focus of Atlantis, because at this moment in time it seems like such a strong idea; we're using this theme to answer the brief because of how Atlantis was lost underwater, which links directly with global warming and rising sea levels. We're both really excited about this, and think that it's a really well rounded concept for our campaign/products. Also I think there's alot of scope for narrative, which in branding, is an effective tool, as seen in the John Lewis adverts, which I think will really benefit the campaign element of this project. 

Atlantis - What/why/who/when/where?

• Atlantis is a fictional island mentioned in  Plato's Timaeus and Critias.

• In the story, Athens repels the Atlantean attack unlike any other nation of the known world, supposedly giving testament to the superiority of Plato's concept of a state. At the end of the story, Atlantis eventually falls out of favor with the gods and submerges into the Atlantic Ocean.

• Some ancient writers viewed Atlantis as fiction; others believed it to be real. The philosopher Crantor, a student of Plato's student Xenocrates, is often cited as an example of a writer who thought the story to be historical fact.
• The story conjures up mysterious images of a lost city underwater, and has also been linked with elements of folklore, for example mermaids.
• The Merbeings and Greece (https://exemplore.com/cryptids/Mermaid-Origins-Lemuria-and-Atlantis)

After the fall of Atlantis, the refugees spread out all over the world and took it upon themselves to start new lives and new civilizations. One of those civilizations would give rise to an ancient and powerful country now known as Greece. These refugees might have also included the race of mer-people and various "shapeshifters", if you will. One type of shapeshifter that is prevalent in Greek legends is the Siren. The Sirens are very often depicted as beautiful mermaids that are able to lure sailors to their deaths by the mere sound of their lovely voices; however, in Homer's Odyssey these Sirens were actually said to be women that could shapeshift into birds. Be the Sirens fish or birds, this is synonymous with the beliefs of shapeshifters inhabiting the once-beautiful Lemuria and once-powerful Atlantis.

• In one cataclysmic night, the gods sent a battalion of fire and earthquakes so intense that the Utopian kingdom of Atlantis sank deep into the ocean, never to be found again.

A Mermaid by John William Waterhouse         

http://showstudio.com/project/platos_atlantis/catwalk_film

Thoughts

From my research, I have found that the story of Atlantis is one that is iconic, with so many fascinating and mysterious concepts. I really love the element of mystery within the story which is an aspect we have identified as something that could inform the concept of our product design. I think that the idea of mermaids could be something to explore further, however I feel that it would have to be done tasetfully as the concept is in danger of becoming a bit cliche and cheesy (and it's probably been done before).