During the Spring of 2024, I served as the Art Director for team MUSE through our capstone, MOJO Ad. During this semester our team worked on an in-depth research report called the State of the YAYA. This report provides an extensive look at attitudes and behaviors toward beauty and skincare products, cosmetic procedures, beauty standards, and men in beauty. 

The creative concept: Beauty magazines may keep us up-to-date on all the trends, but they also enforce unattainable beauty standards. Behind the glossy perfected pages is a hypercritical editor picking at the flaws of picture-perfect models to the point that YAYAs become insecure shells of themselves. 

What goes on behind the perfect picture, complete with the perfect smile, hair and makeup? It’s a harsh critique on individuals and society as our YAYAs feel ridiculed. Flawed. Undone.

You can watch our final presentation of our research here!