Beauty Standards Are Ugly

Beauty standards dictate that asymmetric features, big noses, facial hair, stretch marks, body folds, uneven skin, and essentially anything out of the standard, are ugly. But in reality, it’s the beauty standards that are ugly - they are ugly because they artificially create ugliness. Everything we consider ugly in our appearance is only ugly because the beauty standards say so.
The concept turns the concepts of beauty and ugliness on their heads by saying that beauty standards - the rules that are supposed to define what’s beautiful - are actually ugly.
To convey this message in a bold and straightforward way, the key slogan “beauty standards are ugly” was coupled with direct messages denying that “flaws” are ugly, resulting in messages like:
Wrinkles are not ugly. Beauty standards are.
Stretch marks are not ugly. Beauty standards are.
Uneven skin is not ugly. Beauty standards are.
Facial hair is not ugly. Beauty standards are.
In line with the philosophy of the campaign, the visual concept featured real women (not models or actors) with a wide diversity of ages and looks, minimal make-up, and no retouching.
This was the first campaign in Armenia, where things like asymmetrical features, stretch marks, body folds, wrinkles were not only shown, but also highlighted as something beautiful.
This was also the first large-scale brand campaign in Armenia combating the issue of beauty standards.