tandardization of Beauty? Not anymore.

If you’re tired of listening to people limiting the concept of beauty by restricting it to physical attributes, here is a fresh and positive take on this narrowed view.


Comprising different pictures of women, Stop The Beauty Madnessis an advertisement campaign by Robin Rice and aims at celebrating ALL forms of beauty irrespective of weight, height, colour, race and age.

Rice who is the brains behind the “Be Who You Are Productions”, wants the viewers to “feel like you’ve been socked in the gut” upon seeing the ads that depict the reality and are not sugar-coated lies.

She believes that this constant pressure about “appearing” good is hampering the intellectual abilities of women. She said, “My main mission is to say if women are worried about their weight and their looks to the point that they’re not actually putting themselves in the world, then we’re missing out on some extraordinary individuals…”

Rice doesn’t believe in solely physical beauty but a “genuine” one and says that, “Women need to be helping the world move in a more beautiful direction—a genuinely beautiful direction.”

While being skinny is usually considered as “beautiful” and being chubby is not, this campaign doesn’t highlight only one of these features rather, it shows how both are beautiful in their own way.

Instead of celebrating the “Size-Zero” figure, the campaign shows how thin, slim, chubby, dark and aged women are as beautiful as those models who make the front pages in fashion magazines.

Have a look at some of the brilliantly executed concepts:

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She said, “Naturally thin women, or women who choose to work out and have really buff bodies, or elderly women, who are not excluded from this conversation. They get their own backlash.”

Rice is also not looking for quick results regarding the campaign because she knows that the message will take time to sink in properly. Her main motive is to make women think twice before aspiring to look like those fashion models.

She hopes that, “maybe the next time you look at a magazine, you may have a split second in which you question whether or not that gets in your head again. We want to create that split second where you think, Wait a minute. Do I really believe in this?”

Previously as well, there have been campaigns that highlight this fact, most famous being Dove Beauty Campaign that showed how women imagine themselves to be.

Another campaign in Zurich aimed at showing how people who are physically impaired can also be represented by mannequins.

The campaign is not limited to these photos and will have slam poetry competition, blogs and video series. Hashtag #StopTheBeautyMadness is being used to spread the campaign’s message all over the world.