Pretty is not enough. Pretty is nice. It’s fine. Pretty can turn heads. But beauty? Beauty can change the whole world. Pretty is what you are, but beauty is what you do with it. Pretty lifts spirits. Beauty makes them soar. So Smile. Be Bold Show your Beauty Because When you put pretty into action, there’s no limit to what you can do.
The Bare Escentuals Campaign-don't ask me why they spelled essentials wrong; it's beyond me-launched a TV campaign to sell make up products. The actresses say the preceding quote as they whoosh their hair around dressed as firefighters or school teachers. The twist- they five actresses they hired were not chosen based on looks- in fact the company never saw their faces even when they were interviewed. They were inspired by their inner-beauty what they do.
Check out the campaign. I think it's effective. Personally, I don't find it too offensive. I don't buy the inner beauty bit because after all they are selling make up. But is there something subversive and rotten with utilizing this "inner beauty" mantra?