The Art of Beauty

Sukriti Shahi explores how beauty brands are using visual art for storytelling and building connections

- Sukriti Shahi

In the age of attention, the truism, 'A picture is worth a thousand words,' is more relevant than ever. It's why SUGAR's special edition advent calendar, with special packaging created in collaboration with popular illustrator Alicia Souza, is memorable. Beauty brands are investing time and money in creating artistic visuals for intriguing storytelling.

"When brands incorporate art into their communication, it resonates with consumers at a personal level. It allows them to connect with the brand, feel the emotions that the art uniquely evokes, and understand the narrative," says Keerthana Ramakrishnan, Chief Marketing Officer, 82°E. The brand, co-founded by actor Deepika Padukone, has recently collaborated with Bangalore-based illustrator Rae Zachariah to design unique travel and self-care-inspired pouches.

FINDING INSPIRATION

The connection between art and beauty runs deep. "Over the ages, we've used works of art to define and set the standard for beauty. I believe the two coincide most powerfully powerfully in the way they can evoke the deepest of emotions," Ramakrishnan says. Traditionally, Indian culture has depicted beauty in the most artistic way ancient scriptures and literature depict the beauty of Indian women with sharp features, long hair, and, of ten, bold eyes.