# Rebellious Beauty Advertisements ASOS' 'Go Play' Implores Celebration of "Endless Ways to Be You" By Laura McQuarrie | Published 2017-09-21 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/go-play References: [campaignlive](http://www.campaignlive.co.uk/article/pick-week-asos-joyful-film-quiet-revolution-beauty-advertising/1445255) 'Go Play' is a new advertisement from [ASOS](https://www.trendhunter.com/trends/asos-inspired-by) that encourages consumers to tap into their [individuality and express themselves](https://www.trendhunter.com/trends/adidas-originals-new-campaign) 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." ## Trend Insights (Trend Hunter) - Score: 2.2/10 - Popularity: 12% | Activity: 47% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### 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. ## Related on Trend Hunter - [Offbeat Fashion Campaigns](https://www.trendhunter.com/trends/asos-inspired-by.md) - [Authenticity-Centric Beauty Series](https://www.trendhunter.com/trends/we-belong-to-something-beautiful.md) - [Empowering Beauty Campaigns](https://www.trendhunter.com/trends/you-are-amazing.md) - [Edgy Cruelty-Free Cosmetics](https://www.trendhunter.com/trends/barry-m-beauty.md) - [Empowering Clean Beauty Campaigns](https://www.trendhunter.com/trends/clean-beauty-campaign1.md) - [Non-AI Beauty Campaigns](https://www.trendhunter.com/trends/the-code.md) - [Inclusive Beauty Brands Initiatives](https://www.trendhunter.com/trends/pride-and-beauty-for-everyone.md) - [Individuality-Focused Brand Campaigns](https://www.trendhunter.com/trends/adidas-originals-new-campaign.md) - [Expressive Haircare Campaigns](https://www.trendhunter.com/trends/play-in-color.md)