“50% of commercials aimed at girls discussed physical attractiveness.” Guerilla marketing. Women are stopped on 5th Ave, Rodeo Drive, Magnificent Mile & asked to remove their make-up on the spot. Offered $ to do it. Film their reactions & rationale. Same stunt at shopping malls/coffee shops w younger girls. Showcase the fact that women of all ages react the same way – fear, reluctance. “When did we become scared to show our skin?” La Roche-Posay helps you heal your skin, not hide it.”