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Croono

Croono

Social Design, Gender Studies, Product Design Language

Featured on Dezeen, The Future Laboratory
Meaning Centred Design Award 2018 Finalist - Student (Gender Dynamics)

Croono is a modular makeup brush for men that enables them to define and assert their own masculinities.

The outcome of a personal project, croono is an attempt at breaking down gender barriers forced on us through everyday objects. Men’s interest in and demand for grooming, skin care, and makeup is increasing as standards of beauty shift. Yet, products that are available are gendered in ways that prevent men from participating in this new space.

As seen with croono, by changing the design language and shifting the modality of an object, we can effectively deconstruct gender barriers in society by enabling both men and women to participate in formerly segregated consumer activities.

 
 
 Croono comes in a oak box with 2 large, hexagonal brush heads and 2 small, squared ones. The user can tell the brush types apart by their size, shape, and colour without having to refer to labeling. A foam packaging insert ensures that the user stays organised by assigning a specific slot for the handle and each type of brush head.

Croono comes in a oak box with 2 large, hexagonal brush heads and 2 small, squared ones. The user can tell the brush types apart by their size, shape, and colour without having to refer to labeling.
A foam packaging insert ensures that the user stays organised by assigning a specific slot for the handle and each type of brush head.

 
 Croono consists of 1 handle and 4 brush heads. The handle has an opening on each end in order to accommodate 2 different sized brushes. Each brush head has its own lid to protect its bristles while in storage and ensure they needn’t be touched by the user’s hands while in use. Magnets make mounting the brush head modules easy and interactive.

Croono consists of 1 handle and 4 brush heads. The handle has an opening on each end in order to accommodate 2 different sized brushes. Each brush head has its own lid to protect its bristles while in storage and ensure they needn’t be touched by the user’s hands while in use. Magnets make mounting the brush head modules easy and interactive.

 
 

 
“Masculinity stands for a society in which social gender roles are clearly distinct.”
— Hofstede (2001), Culture’s Consequences
 
 

Despite the changing habits of male consumers, such as their growing interest in ‘female-identified’ cosmetic products, socio-cultural expectations and pressures of masculinity persist. These pressures manifest themselves in objects in our everyday environment, herding those of the male sex into old-fashioned definitions of being a man.

How can design break down this stereotype and promote better understanding, acceptance, and change in the concept of what masculinity can be?

 
 
“Gender lays at the heart of an understanding of why things are as they are as a result of the gendered material world.”
— Sparke (1995), As Long as It’s Pink: The Sexual Politics of Taste