I wore a beautiful smile all afternoon on Friday thanks to Benefit Cosmetics, and I didn’t even get a makeover! I was swiftly walking down Fillmore Street in San Francisco in search of food when I noticed a storefront window that read, “Laughter is the best cosmetic… so grin and wear it.”
The sign gave me an instant self-esteem boost and put a smile on my face, especially considering that I hadn’t had the time to put make up on that morning. I was surprised, considering that it’s advertising a cosmetics company, but this somewhat counter-advertising worked! Here I am writing about it, after all, and the shop’s little pick-me-up actually made me want to go inside.
Unlike most beauty ads that make us women self-conscious, then tell you that they can fix whatever blemish they just helped you discover you have, this little ditty on the window at Benefit Cosmetics is accomplishing the same goal, but by attracting consumers in a positive way. Benefit Cosmetics is helping women feel good about themselves as they already are, and reinforcing the very healthy mindset that true beauty lies within–all this while still making sales!
So if this type of advertising works and reinforces healthy psychology, then why do we continue to put up with being berated in most advertising? What can we do to get advertisers to shift toward creating more ads like this one?