Moving on from the idea of using beauty/supplements to make a comment about that already exists, I thought about the phrase “crows feet.” Crows feet are lines/wrinkles that appear around the eyes, but what makes them different to laughter lines? Laughter lines denote postivity (hence my quotes about laughter and its good / medicincal properties) and are gained through enjoyment, experience and life - all of which are positive things about getting older. This idea moves away from humour and shock, but is just part of my thinking process.

My idea was simply to use the empty package concept to raise awareness about this - hopefully raising self esteem and improving opinions about mid life. The package would ask the viewer to consider their laughter lines as something positive - the package ‘dressed up’ as a pro-age or anti wrinkle cream would hopefully pull in the right target market who need this boost. Inside the package could be a mirror (although this may be too similar to the Ultimate Skincare product I’ve shown before) with some printed advice about mid life and laughter lines.

I then thought about how I could push this further than just the package; incorporating a further interactive experience. The package could ask the viewer to write down a positive quote, joke or anecdote and place this in a bin/box in store. I’m unsure how these anecdotes would be used at this point - perhaps they would make up part of a campaign or perhaps they would just be published in an informative book or ‘user’ made interactive app. What would be more interesting would be to host a system were users upload their anecdotes where it would form an interactive ‘mid life experience’ area.

Or more simply, the anecdotes could be shared amongst friends. The key aims being, to raise awareness, make a point about the beauty market and boost self esteem. By doing this on mass and asking people to share this would spread the notion of a postive mid-life and change perceptions.