A Pause Worth $99.97 Per Ounce

Recently I received an email ad containing the following marketing copy for a new beauty product (bold emphasis is mine, FYI):

"Most of the women I know get a big thrill when somebody pegs their age as much younger than it truly is. A single 5-year deduction in age can put a smile on their face for days. After all, who doesn't like to find themselves on the receiving end of a compliment like that?

Even I get a kick out of the times I'm told I look younger than my years. It's simple human nature. We feel young, we think young, we act young... and we want to LOOK young, for as long as possible."


As an copywriting insider, I understand the tactics of writing compelling copy to effectively influence consumers to hit the 'buy' button. That's the whole point of copy that sells. But there's more between the lines of this copy... much more. The ad prompted me to wonder:

1. Are women really this fragile?
2. Are we so dependent on compliments that others have the power to "make us or break us" with their words?
3. Is it really human nature to be so unhappy with the natural progression of life?
4. Do we only feel young when we look the part according to a limited, societal interpretation of beauty? Don't we feel young when we eat well, exercise and nurture our souls?
5. As women, is looking young the extent of our contribute to life?

I understand that the sheer quantity of societal messages to look younger is a weight beyond the ability of many women to bear without caving, but stop for just one moment. Breathe. Close your eyes. Ask yourself if the statements/assumptions in the ad are true for you.

The journey to your own truth begins with posing one question to yourself that gets you thinking, and talking, and liking yourself as-is. Purchasing decisions based on disliking any aspect of yourself will never make you feel young.

If this message resonates for you, you just saved yourself $99.97 per ounce. Now THAT'S empowering.

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