FutureCure is a semi-fictional company founded by British artist Sarah de Sainte Croix, which specialises in providing an eclectic and imaginative range of products, treatments and services to cure the worries and problems of everyday life. The Brave Face Mask is the first of these to hit the market.
Made from 100% natural ingredients, the Brave Face Mask is both a fully functional cosmetic retail product and an affordable work of contemporary art. The promotional material included with the Brave Face Mask claims that it delivers increased confidence, an enhanced ability to deal with difficult circumstances, and courage in the face of adversity.
Through the mass production and sale of such art works, the deployment of fantastical marketing campaigns and a strong brand identity, the FutureCure project redefines the term 'commercial art' for today's society and engages the consumer public in the world of conceptual art.
FutureCure is both a proactive attempt to address the culture of fear and stress in modern society, and a light hearted illumination of the mechanics of consumerism. The work explores the idea that through prolonged exposure to marketing propaganda, we have come to believe that our choice of products might somehow save us.
*DISCLAIMER: All FutureCure treatments have been hypothetically proven to work, many rely on the power of the mind, and some work only in theory.
www.futurecure.co.uk
