Caress
The beauty market is flooded with images of women showing skin. So, how do you stand out? Attitude. Empower the women. The idea was also to use words not usually associated with the beauty lexicon like Amen and Suffer. The positioning line was Skin to be seen in which suggests an end benefit to the product. The TV continued the empowerment of women as LL. Cool J’s expression connotes in the last moment.