Produced and directed by Em as part of the YouTube Creators for Change project, the aim is to give all women the confidence to live their lives without the feeling of being judged for their appearance.
Within the video Em collaborates with a Professor of Human Brain Research to test something which has never been proven in the world of science before - the brain’s reaction and our emotions linked to images which show models wearing makeup, without makeup and retouched.
"Redefine Pretty is about real women, real stories and shining a light on the harsh reality and psychological effects beauty standards place on women. I want to empower all women with the confidence to live their lives without the feeling of being judged for their appearance. Beyond that, it leaves one question - what effect would changing these negative standards of ‘beauty’ have on young women?”
The results show that the women looking at images not traditionally seen as ‘pretty’ gained negative reactions similar to that of traumatic emotions. Em hopes that her project will convey a powerful message to the beauty industry and hopefully spark a positive conversation about the definition of beauty.
