What makes a woman beautiful?

“What do you call a woman who believes in her ability to make anything possible? Beautiful.” This line is part of Neutrogena’s new See What’s Possible campaign.

This is similar to the Dove Real Beauty campaign we studied this week. The commercial above does not focus on a product or an unattainable image of beauty to sell a product. Instead, Neutrogena says it is their job to help women put their best face forward. The commercial features women of different ages, ethnicities, and interests. All the adjectives used to describe these women during the commercial have nothing to do with their appearance. To complete the phrase “What makes a woman beautiful?” words like courage and passion. “Beauty is the ability to look in the mirror and see that anything is possible.”

The broad nature of the See What’s Possible campaign makes it capable of maintaining a consistent message even when adapted across multiple platforms. Incorporating it into a hashtag, #seewhatspossible, allows for easy tracking and consistency across all social media. It also keeps the campaign recognizable on multiple platforms.

Whoever was in charge of creating the See What’s Possible likely studied the Dove Real Beauty campaign and Always #likeagirl. These two campaigns saw success when they ran and focused on evoking emotion rather than promoting a product. Neutrogena was able to duplicate this thought process and market a similar campaign of their own.

Neutrogena’s See What’s Possible campaign speaks to women’s emotions. It makes an effort to connect with them and champion the idea that beauty is about more than looks. The diversity in the commercial backs this up. The focus instead is on qualities of inner beauty. Beauty is passion. Beauty is courage. Beauty is following your dreams. This is something to which all women can relate.