Critical writing piece structure

Introduction – What the essay will look at

• Gendered packaging
• Gender-neutral packaging
• Other ethical issues that are still relevant
• Changing society

Chapter 1 - Ethical concerns - showing acceptance of different members of society through packaging
Historical background

• How did packaging use gender stereotypes in the past?
• How did packaging traditionally market itself to binary genders?
• Changing values of society – people more accepting of non-traditional gender stereotypes
• Baby products – gender neutral – at what point did it start where children are introduced to gendered packaging?
• How did packaging use gender stereotypes in the past?
• Honesty to customer – price, morals, ingredients?
• Other benefits to using cleaner simpler packaging – hitting 2 birds with one stone – add to USP section
• Gender lens

Current landscape

• Example of un-inclusive beauty campaign – Dove
• Changing laws – in 1967 same sex sexual activity was decriminalised, 2013 same sex marriage was legalised. Despite the fact it was decriminalised in 1967, it took a lot longer to legalise marriage – very current issue. Proof that society is changing and being more tolerant and understanding of the LGBTQ+

Chapter 2 – Case Studies

• Sam Farmer – Gender-neutral products targeted at teenagers
• The Ordinary – A new and upcoming brand that has dominated the skincare market
• recently
• Aesop – A luxury gender-neutral brand
• Lush – A brand that is known for their good ethical practice

Conclusion