Beauty Gives You ...

Superpower.

At least that is what a self-acclaimed beauty soap claimed in their current multi-billion Rupiah multi-media mega-campaign, which translates into giant billboards in protocol streets throughout Indonesia, commercial ads on every major TV stations and radio syndicates, not to mention gracing all important magazines and tabloids.

Which I, in my humble opinion, think is a much overstated slogan.
Geez, by doing background reality checks of the so called beauty icons’ the soap promoting, even with the help of such bombastic tagline and the obviously expensive ad, am wondering who will really buy that “superpower” imagery?

I strongly suggest for those people behind that self-acclaimed beauty soap brand – even if they say they do have their own rationale on using the “superpower” label – to rethink of their current slogan.

Beauty doesn't necessarily give you superpower.

It gives you a more humane face.
Just like the rest of us.

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Original format of "Beauty Gives You ..." was posted online on Thursday, 14 September, 2006.
This piece above has gone through a heavily editing process to avoid certain implication(s) in later days.