Wacoal, a Thai lingerie company, is redefining beauty with its “Beauty Inside ” campaign. The short 7-minute videos tell stories, based on actual events, of women whose quiet sacrifices — including for an unborn child — win the admiration of men who tell the stories. And, tears from viewers.
The message? Virtue is gorgeous.
“Beauty Inside”  is far better watched than told. Before anyone spoils the endings — Go, now, and enjoy as they unfold. Then send to everyone.
They leave you wanting to be like these women.
Don’t worry — no lingerie is shown. No product is touted. I had to search to find out who produced the campaign. When I discovered it was a lingerie company, the ads were even more powerful.
“Jane and June” may be the most touching. “Ae” is practically ripped from recent news headlines. Each portrays women in ways that break stereotypes. And show the strength it takes to set aside reputation, career, even one’s life to help someone else.
These women reveal: you will find your life by losing it.
The tagline “All women were created to be beautiful” subtly highlights that beauty — true beauty — is attainable.
And inside beauty is attractive to everyone. The men who tell the stories are a friend, a boss, and a husband.
What a welcome contrast to narcissistic Victoria Secrets, with airbrushed models (many with real-life broken lives). Their attractiveness, unattainable by most women, may grant fleeting lustful glances, but not enduring love, nor inspire others to kindness.
Even the “Real Beauty” Dove campaign  spotlighting larger-than-model-sized women focused on women’s bodies. They made consumers feel better about their flaws.
But “Beauty Inside” elevates your soul. It inspires you to love others. To discover that joy comes when you put yourself second.
And, ironically, the ads don’t mention a product. Dove sold soap by featuring women in underwear. Wacoal — a lingerie company — shows no hint of skin.
(Yet Wacoal’s ads prompted me to look for their products.)
Pushing sex, power and self-centeredness as the greatest goals — in culture and policies — corrupts us and how we treat others. It creates “inside ugly” people.
Selfless, kind people — don’t you want to be one, and around them?
Virtue is a worthy goal and a winning strategy. Let’s hope culture-influencers and policy-makers alike adopt it.
“Your beauty should not come from outward adornment,” wrote a wise man . “Instead, it should be that of your inner self, the unfading beauty of a gentle and quiet spirit, which is of great worth in God’s sight.”
This is as true now as when it was written 2,000 years ago.