Gold Standard

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.