To be honest, i don't really see the point of things like this. Do a year's worth of anything - make-up, shampoo, food, clothes, water etc etc and its going to look ridiculous. Really... women who choose not to conform to beauty standards are rejected, and women who choose to wear makeup and otherwise accept beauty standards are mocked for their participation. 7 bottles of foundation in a year is not a lot. Those things are usually only 50ml.

I refuse to feel guilty for wearing make-up. I wouldn't do it if I didn't enjoy it! 

I don't understand what this project was trying to demonstrate. Of course a year's worth of makeup is a lot. But so is a year's worth of toothpaste. And why do they comb her eyebrows each time if the point is the consumerism?

I don't know anyone who uses nearly that much makeup in one year.

I noticed you were careful not to add much interpretive text to your post, but the implication is that this video says something critical regarding compulsory femininity practices.  In fact, it can easily be interpreted as policing women for engaging in those practices, even though, as Amy points out, women who do not wear makeup and engage in other "beauty" rituals often receive harassment and discrimination.  Bullying and policing women for doing the very things patriarchy demands they do is part and parcel of patriarchy.  Nothing critical about it, alas.

I only wish I was wrong, but their comments to The Star back me up on this, alas.

http://www.thestar.com/living/article/1019983--video-what-a-year-s-worth-of-makeup-looks-like

I can't watch this video and nobody explained this in text, so I'm just going to have to ask: how do we know that this is directed at women?  Why can't it be a message to the patriarchy saying "hey, this is bull, stop expecting people to put this all over their faces!"

how silly  and pointless is that?

This is ridiculous.  A year's worth of anything worn at once is going to look silly and excessive.  Put on a week's worth of clothes, and you'll look like a clown.  Does that mean we shouldn't wear clothes?  The first layer of make-up applied not only looks just fine, but is quite understated. 

The Dove movie showing a model made-up and then Photoshopped is much more effective in critiquing unrealistic beauty standards.  This just comes across as "make-up, ew," or "silly women, putting this goop on their faces."  Just one more piece of evidence that women can't win for losing.

1) "two bottles of eyeshadow...and two bottles of blush"? Since when does that stuff come in bottles?
2) I'm sure you were just trying to make a point about how much makeup was on her face when noting that she drank from a straw, but as a model I just need to point out that even with a normal amount of photoshoot/show makeup (still more than day-to-day makeup, but not this much!) we drink out of straws. Sometimes you do get to drink normally, but most of the time you have to use the straw so as to not mess it all up. It's par for the course when you're a model. Though I can't imagine sitting for 9 hours for this....1-2 is bad enough!

How do they know that is a year's worth of makeup? A year's worth for whom? I feel like this was created to stir up some pot and the vague description was left on purpose but I really don't see the point or the sense in it.

How about swimming? The sort of people who think makeup is evil probably have no problem with exercise (and indeed probably recommend it - uninvited - to people they judge to be "unhealthy").

Let's see how good somebody looks after they've attempted to swim 25,550 lengths all at once, drowned, been rescued by a lifeguard, and rushed to hospital.

Like many others here, I also was uncomfortable with this. Yes, I use some make-up, and yes, I don't like using it or the fact that it contributes to patriarchal beauty norms. But, if I don't hide my beard and moustache shadow/stubble, I risk serious social and occupational consequences; in fact, if I were to be mistaken for a transwoman because of the undisguised evidence of a beard (which has happened to me a number of times), I could even be the target of violence. (Now imagine how it is for *actual* transwomen!)

It doesn't help prove any point when the model starts out WEARING MAKEUP.

Fuck this.  I don't need two asshole men trying to shame me for wearing make-up.  I want to see a video of them drowning in a years worth of shaving cream and stubble.  What the hell is this pseudo-feminist patriarchal savior b.s.? 

Women's rights mean means self-expression and self-determination. This video mocks women who choose, for whatever reason, to wear makeup.

Huh, my first thought was more how expensive and annoying that sounds... Spending hours and hours and hundreds of dollars a year on something that gets washed off at the end of the day isn't something to which most women would say "hey, awesome idea, I'll try that!" without some kind of social pressures.

I'm gonna agree with many commenters; this comes off as silly and condescending.  And "girls, keep it simple and light?"  I know very few women who go through this particular beauty routine on a daily basis; airbrush foundation and blush and such are much more common for people like models.  I don't know anyone who even OWNS an airbrush makeup machine (not even 100% sure what they're called, and I do love makeup), let alone uses it 365 days a year.  I know some people DO wear a lot of makeup daily, but they are making that look intentional (whether these guys, or society at large, would find it attractive or not, I have no clue, and I really could care less).  But to do what seems to me like a model's makeup routine as some sort of message to the women of the general public is.....not necessarily sending the message they want.

Also, they don't specify the amounts in those bottles of foundation, blush, and eyeshadow.  The bottles of foundation a more average woman would have (someone who shops for makeup at a drugstore, or maybe a place like Sephora) are pretty big to be using 7 bottles per year.  So, either those making up Hannelore are using bottles that are very small and expensive, and trying to shock people watching at home ("oh my, the CoverGirl foundation my wife uses comes in a huge bottle, she's using seven per year??") or, again, are trying to make a statement about average women based on models' use of makeup, with is much heavier than most.

Who goes through that much makeup in a year?

Agree with most comments so far, but also wanted to add - I wear foundation every day, and possibly make it through half a bottle/tube in a year, if I'm lucky. 7 bottles is RIDICULOUS.

I do not wear makeup, I refuse to do it, because I think it looks silly on me and I believe I am beautiful naturally.  I know that there are plenty of women who do not like wearing makeup but do so anyway because they feel like they have to.  And I think it is a lie to say that every woman who wears makeup does it because she wants to. 

We are raised in a society where makeup is required to look "feminine"/"beautiful", same with high heels and plunging necklines.  Women start wearing makeup at puberty, if not before, and I would guess that few women who wear makeup every day even like how they look without it, because they have grown so accustomed to seeing themselves with makeup on.  Remember the old adage, "I don't want you to see me without my face on"?  This is just one example of how women believe they cannot even be looked at, or taken seriously, without cosmetic enhancements.  What exactly is wrong with the face that you were born with?

Why do women have to do so much (grooming, shaving, makeup, tight clothes, high heels, perfect hair) just to be deemed acceptable whereas men have to do so little?  If makeup is such an important part of highlighting beauty (as i have heard some proponents argue), why don't men have to wear makeup too?

So yes, I believe very strongly that in American society women are heavily encouraged to wear makeup and are thought to be "manly" or "ugly" or "unattractive" if they do not. 

In my opinion, if you enjoy wearing makeup, really enjoy it, then wear it.  But it should NOT be mandatory for every person who identifies as a woman to wear makeup.

I don't think this is making fun of people who wear makeup. I've watched a few of their other videos; one is just shots of chocolate rabbits melting. I think this is largely an arty video for the sake of being arty. 

This would have been more effective as an ad for makeup remover or skin cleanser than as a social commentary. Say, with the tag line, "Is your makeup building up on your face?" or something like that. Then show her getting all nice and clean with Product Whatever.