Remind the world that beauty isn’t actually about looks.
The beauty category is inundated with messages about everyone being beautiful - no matter their size, shape or color. However, we felt that the industry needed a new narrative. One that focused on beauty being about how you live your life, not how you appear.
Lupita Nyong’o was the ideal person to kick off the campaign. Her personality and values matched perfectly with the Beauty Beyond the Image ethos. A hand picked group of influential women would then extend the message by requesting their audience to “Describe the most beautiful woman you know.” We tested this within our own circles and, not surprisingly, people spent little to no time talking about looks. It’s all about an attitude, a spirit, a way of living.