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.
https://www.adweek.com/creativity/beauty-retailer-rips-up-categorys-rulebook-by-flipping-insecurities-into-strengths/
