Advertising in the beauty category has sometimes been maligned for playing on people’s insecurities. But a new campaign from Lyko, a Sweden-based online beauty retailer, goes against these tropes by celebrating traits that could be seen as flaws. Created by Swedish agency ?kestam Holst NoA, the ads introduce the tagline “Every way is okay.” Instead…

(SOURCE) https://www.adweek.com/creativity/beauty-retailer-rips-up-categorys-rulebook-by-flipping-insecurities-into-strengths/