# Beauty Store Ads The L'Officiel III Campaign Shows How Beauty is Stronger Than the Beast By Meghan Young | Published 2015-05-15 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/beauty-store-ad References: [adeevee](http://www.adeevee.com/2015/05/lofficiel-iii-depilation-and-beauty-center-beauty-is-stronger-print/) & [publicis](http://www.publicis.com/) This beauty store ad campaign turns the idea of beauty and the beast on its head. It depicts beauty as stronger than the beast, which could readily be linked to a sense of confidence to tackle the obstacles of the day when feeling good both inside and out. Although L'Officiel III's beauty store ad campaign can be viewed in a number of ways, this is certainly one of the stronger interpretation. Conceived and executed by the [Publicis](https://www.trendhunter.com/trends/lancme-skin-idle-3-serum-supertint) ad agency based in Sao Paulo, Brazil, the beauty store ad campaign was art directed by Cicero Souza with creative direction by Henrique Mattos, Daguito Rodrigues and Kevin Zung. It specifically addresses [unwanted hair](https://www.trendhunter.com/trends/any-hair-anywhere), showing that the 'beast' is actually a manifestation of a hairy body. A playful take on a daily ritual, the campaign will resonate deeply with women. ## Trend Insights (Trend Hunter) - Score: 6.0/10 - Popularity: 86% | Activity: 86% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What Makes This Trend Stand Out - **Playful Beauty Ads:** The L'Officiel III campaign showcases the opportunity for beauty brands to create playful ads that challenge traditional beauty standards. - **Confidence-boosting Marketing:** This beauty store ad campaign highlights the potential for brands to promote confidence and self-esteem through their marketing strategies. - **Empowering Female Narratives:** The L'Officiel III campaign demonstrates the rise of campaigns that empower women and challenge societal norms. ### Sectors Adopting This - **Beauty and Cosmetics:** The beauty industry can capitalize on the trend of playful and empowering beauty ads to engage and resonate with consumers. - **Advertising and Marketing:** The advertising industry can tap into the opportunity to create confidence-boosting campaigns that challenge conventional beauty ideals. - **Fashion and Lifestyle:** The fashion industry has the opportunity to incorporate empowering narratives that promote self-confidence and diversity. ## Related on Trend Hunter - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md) - [Empowering Beauty Campaigns](https://www.trendhunter.com/trends/you-are-amazing.md) - [Wasp Perspective Beauty Campaigns](https://www.trendhunter.com/trends/perfectly-imperfect.md) - [Bold Beauty Campaigns](https://www.trendhunter.com/trends/i-play-beauty-campaign.md) - [Truth-Forward Beauty Campaigns](https://www.trendhunter.com/trends/the-ordinary-x-uncommon.md) - [Restyled Cinematic Makeup Campaigns](https://www.trendhunter.com/trends/il-pranzo-campaign.md) - [Authenticity-Centric Beauty Series](https://www.trendhunter.com/trends/we-belong-to-something-beautiful.md) - [High-End Beauty Campaigns](https://www.trendhunter.com/trends/la-beaut-louis-vuitton-campaign.md) - [Disruptive Hairstyling Campaigns](https://www.trendhunter.com/trends/the-lab-of-life.md)