How does a beauty brand contribute to the #MeToo discussion? Soap & Glory just schooled us all. The drugstore favorite offers a full line of makeup, but it’s perhaps best known for its cheekily named lip-plumping product, Sexy Mother Pucker. To some, that might seem a little objectifying. After all, a woman’s pout isn’t just a vessel for lipstick. It’s also, you know, the thing she talks out of, and those words are powerful.
That’s why Soap & Glory’s latest campaign wants us to look past the aesthetics of a woman’s lips – and more into what she has to say. In an emotional ad shot during the LA Women’s March on Jan. 20, the brand set up a live stream spotlighting close-ups of women’s lips. All wore various shades of lipstick as they spoke about their hopes, dreams, struggles, and experiences ranging from growing up transgender to surviving an abusive relationship. The ad encourages women to raise their voices “whatever their shade of gloss” may be.
The #MoreThanLips campaign sheds a spotlight on Soap & Glory’s efforts to support She Should Run, a national organization that works to support women in politics. One specific goal of She Should Run is increasing the number of women running for office to 250,000 by 2030. Soap & Glory has said that it will donate $5 for any post tagged #MoreThanLips – so get hashtagging.