How To Look Pretty Without Poisoning Yourself

Nice campaign video from the Canadian Environmental Defence, full of humor.
To raise awareness about the toxins in Canadian products, Environmental Defence partnered with creative agency Open to create the 60-second spot “How To Look Pretty Without Poisoning Yourself,” directed by Partners Films’ Aleysa Young, that begins airing nationally today.
The campaign urges the federal government to ban harmful ingredients in cosmetics and to give the Canadian beauty industry a long overdue makeover.

In the ad, a chipper game show contestant must choose a cosmetic product that doesn’t contain toxins and cancer-causing chemicals, a “game” that thousands of Canadian women play on a daily basis whenever they buy make-up or perfume containing harmful substances. Naturally, she loses because flaws in Canadian cosmetic regulations mean that there are undisclosed toxic ingredients in many cosmetic products.

“Our experience shows that consumers can and will demand safer products from companies,” said Rick Smith, executive director, Environmental Defence. “We hope that the government will also hear their call, and follow Europe’s lead by improving labeling, and banning or restricting toxic substances in cosmetics.  The federal government has made some major strides in improving safety with other consumer products – like kids’ toys and baby bottles – of late. Cosmetics need to be next.”

The ad is part of Environmental Defence’s ongoing Just Beautiful campaign rallying for safer cosmetics in Canada. Today, they also relaunch the campaign’s website, www.justbeautiful.ca, to offer consumers information about safe products and companies that have pledged that the products they produce or sell are free of the Toxic Ten, the ten worst ingredients found in personal care products.

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Comments

While I wholeheartedly want to support this worthy cause, I thought the creative for this video completely missed the mark and patronized its core audiences. It was neither “cheeky”, inspiring nor informative. It was a bad attempt at trying to go viral. 

Here is a critique on my culture blog: http://www.culturespotting.ca

christina, you are an idiot.

Sandra, I think people would be more interested in reading your rational response to Christina’s post rather than dismissive name calling.

This always helped me look and feel pretty http://howtofixstuff.blogspot.com/2012/01/how-to-be-pretty.html