'Go Play' is a new advertisement from ASOS that encourages consumers to tap into their individuality and express themselves in whatever way they feel compelled to do so. The ad features a diverse range of faces, each one adorned with artful, bold or unconventional makeup.
The ad for Face + Body at ASOS for men and women expresses that consumers should celebrate "endless ways to be you," especially as an alternative to following the many cookie cutter tutorials for one-size-fits-all beauty that exist.
Rather than spotlighting the actual products that went into the making the one-of-a-kind beauty looks, ASOS emphasizes the finished results instead, inspiring consumers to make their own masterpieces that let their creativity shine. As ASOS puts it: "There are no rules or limits, just endless ways to be you—all of them beautiful."
Why This Trend Is Growing
- Celebration of Individuality in Beauty
- ASOS encourages consumers to embrace their unique qualities and express themselves creatively through makeup to stand out in the beauty industry.
- Diversity Representation in Beauty Products
- An emphasis on featuring diverse faces in beauty ads can lead to the development of beauty products that cater to a wider range of skin tones, types, and preferences.
- Artistic Expression in Beauty Advertisements
- Creative, unconventional approaches to showcasing makeup in ads can inspire consumers to experiment with their own makeup and beauty routines.
Industries Being Reshaped
- Beauty and Personal Care
- The increase in consumer demand for self-expression through makeup and personalized beauty routines can lead to new product offerings from beauty and personal care companies.
- Fashion and Retail
- Incorporating diverse models that showcase unconventional makeup in fashion and retail advertisements can set these companies apart from competitors.
- Media and Advertising
- Using non-traditional approaches to beauty ads can capture the attention of consumers and push the boundaries in the media and advertising industry.
