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NEW YORK While many women may see fighting wrinkles as part of a never-ending quest to forestall the aging process, St. Ives is trying to put an optimistic spin on the quest for healthy skin.
In “Get a happy face,” a new online and print campaign launched this week, St. Ives Elements hopes to position its apricot scrub and cleansers as part of an overall approach to living a better life.
Too often, said EVB executive creative director Jason Zada, companies equate signs of growing older, like wrinkles, with the loss of beauty.
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