As if Jamie Lee Curtis’ all-natural appearance in More magazine weren’t enough, the World Gold Council adds its two bits to the backlash against overly made-up models in designer duds.
A print campaign that breaks Sept. 1 features close-ups of beautiful women, along with the lines, “Make-up: none. Hairstyling: none. Clothes: none. Only 18 karat gold.”
The campaign is an evolution of last year’s effort, which also employed the tagline “Glow with gold.”
The previous work was “about the unique physical properties of gold,” said Tim Castree, group account director at Bartle Bogle Hegarty, London, which is sharing duties on this account with its New York office. The current ads “make it about women’s inner, natural beauty and gold’s ability to enhance it,” he said.
For photographers Sarah Maingot and Brigitte Lacombe, getting the gorgeous shots was not as much of a challenge as one might think, said Castree. “It put the onus on the talent search” to find striking natural beauty.
The campaign will run in U.S. publications such as Harper’s Bazaar, In Style, Lucky, Vanity Fair and Vogue.
Gold Standard
