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Advertising in the beauty category has sometimes been maligned for playing on people’s insecurities. But a new campaign from Lyko, a Sweden-based online beauty retailer, goes against these tropes by celebrating traits that could be seen as flaws.
Created by Swedish agency Åkestam Holst NoA, the ads introduce the tagline “Every way is okay.” Instead of reinforcing the typical norms of the beauty industry, the campaign’s message is that there are no rules or “right” way to be.
Each spot features a different protagonist and lets viewers into their inner monologue about a particular insecurity.
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