Over-lined lips, dewy highlighter and razor sharp eyebrows - all things we're used to seeing as we scroll through the perfectly manicured walls of Instagram or watch TV. However, Boots has decided to turn the traditional cosmetic ad on its head with a campaign that promotes how beauty makes people feel, not how it makes them look.
The retailer's 'faceless' makeup ad has forgone aesthetics to shine a spotlight on the feelings associated with beauty products - be it a lipstick saved for a special occasion or a blush that gives someone a glow.
Created by Ogilvy UK and directed by Abbie Stephens the spot is set to the thumping sound of Dance, Shake, Move by Mason.
It features a dance sequence and the women dancing are anonymised in the ad, their scenes briefly interjected with product shots from brands like Soap & Glory, Maybelline and Boots' own No7.
At the end of ad, the casts' faces are revealed.
Instead of working with professional models, Boots plumped to use an array of different personalities including: Michelle, a Boots No7 in-store advisor; influencer Em Ford; journalist, dancer and amputee Kat Hawkins; and male vogue dancer Busola Peters.
The push will run across TV, print, PR, influencer marketing, loyalty, in-store and social, as well as in Boots health and beauty Magazine.
Ford, who runs the YouTube channel My Pale Skin, will also support the campaign through her social media channels. While Lad Bible's female-focused publisher Pretty 52 will produce relevant editorial content.
According to the British Psychological Society, one third of women say advertising 'makes them feel bad about their appearance' and nearly half find it 'annoying'.
"Our vision for this campaign was to show beauty at its best - as positive [and inclusive]. Working with a young female director, influencers, Boots colleagues and customers, we wanted our message of championing everyone’s right to feel good to resonate with as many different people as possible,"said Helen Normoyle marketing director for Boots UK and Ireland.
She added: "This is merely the beginning of us opening up the conversation around contemporary beauty that needs to be had."
WPP agencies Mediacom and Bookmark, were also involved in the execution.
The campaign follows on from Boots launching its own skincare brand Your Good Skin last year, for which it enlisted the help of 2500 everyday women to build and act as brand ambassadors.