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This campaign is beautiful!


Questions to Consider:

  • Why did the makers of this ad choose to use women’s lips as letters?
  • What do you think about the words featured as beautiful?
  • The program’s name is “Look Good…Feel Better”. How is that similar or different to other advertising in the beauty industry?

What We Think:
Sure, these are more ads featuring the disembodied, highly Photoshopped, liquid candy lips of various women. Sure, this is about ways to “Look Good” as methods to “Feel Better”. But this campaign takes a different spin on the typical “wear our lipstick and you’ll love yourself!” line: the Personal Care Products Council Foundation, American Cancer Society, and the National Cosmetology Association sponsor this program to help women with cancer “look good, improve their self-esteem, and manage their treatment and recovery with greater confidence.” And notice that this program does not advertise surface treatments or products as the key to beauty. They promote hope and courage—two ideas which truly are beautiful.

–Marisa Keller


The Personal Care Products Council
1101 17th Street, NW, Suite 300
Washington, DC 20036-4702

(202) 331-1770
Online contact form for Personal Care Products Council

American Cancer Society
(800) 227-2345
Online form for American Cancer Society

National Cosmetology Association
401 N. Michigan Ave.
Chicago, IL 60611

(866) 871-0656
Online contact form