There’s no question the aesthetic aspect of beauty communications is vital.  After all, beauty brands are selling beauty so their packaging, digital communications and advertising better be beautiful too.

But I’m often challenged with the question whether beauty brands need to have a deeper story to tell too.  Of course the visual elements tell a story.  They can project premium-ness, certain styles (e.g., bohemian vs preppy), the age group of the user, and the attitude of the brand (e.g., straightforward vs subtle or aloof).

But a beauty brands can stand for something too.

Beauty is powerful and so the brands that offer it have important roles to play in people’s lives.

Some brands are very overt about their roles, like Bobbi Brown with its “Pretty Powerful campaign.” And now Bare Escentuals has its “Force of Beauty” story too.  Bare Escentuals wants to tell the world that life doesn’t stop at being pretty; one has to be a person of action too.  And being a change agent is really what moves someone from being just pretty to being beautiful.

The print ads state: “Pretty is not enough.  Pretty is nice.  It’s fine.  Pretty can turn heads, but beauty.  Beauty can change the whole world.  Pretty is what you are, but beauty is what you do with it.  Pretty can lift spirit.  Beauty makes them soar.  So smile.  Be bold.  Show your beauty.  When you put pretty into action, there’s no limit to what you can do.  Be a Force of Beauty.”

For its campaign, the brand didn’t just recruit the typical teenage beauties.  Instead it sought women who represented the values of the brand, i.e., being both beautiful on the outside and forces of change too.

You can call it hokey but it least the brand recognized the deeper value and role of beauty, and took it’s story to the next level.

Comment or tweet me your thoughts @beautyskew

 

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