Soapbox: Soap for Dirty Feminists

How often do you think about the way that you brand yourself with your purchases? What makes you buy an eco-friendly bag over a plastic one? We have a natural instinct to buy things that we feel reflect our values. Soapbox is a project that looks at the ways that hegemonic brands like Unilever capitalise on the beliefs of a feminist target market, and whether this new marketplace feminism is injurious to the political grass roots end of feminism. The fictional brand was designed as an experiment in targeting a feminist market. Placed in a supermarket context, using AR technology it is intended to disrupt the shopper and bring awareness to the different ways that companies will profit off of their commodity fetishism.