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Copywriter
a 15-second campaign was developed around the insight that women often suppress emotions to preserve their makeup. The ad challenges this norm by highlighting real, unfiltered moments of expression. With the line “Real beauty shouldn’t hold you back. So, #letitshow,” the concept, copy, and visual direction encourage emotional authenticity
Brief: Create a communication campaign from a powerful insight.
Creative Communication Project
Insight
Girls and women often hold back natural expressions like crying, laughing, or even being touched because they’re afraid of ‘messing up’ how they look.
7 out of 10 women adjust their behavior, like holding back tears or dabbing instead of wiping, to keep their makeup from smudging when they’re about to cry.
Many girls, especially teens, often cover their mouth when they smile or laugh
because they feel shy about their teeth or their smile.
Strategy
We think real beauty is in stiff hair, perfect liner, or a flawless smile.
But if it were, it wouldn’t get in the way of expressing emotions.
Real beauty is in expressing real emotions.
Real beauty shouldn’t hold you back.
So what if your eyeliner smudges when you cry? what if your lipstick stains when you kiss?
Wear your emotions with pride.
​
#letitshow.
Print Campaign
Print Campaign
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