Storytelling is a basic fundamental when developing a marketing campaign. Many marketers use this tool to make sure consumers understand what is going, and what emotional reaction they will emit. It’s important to make sure that your audience receives that communication effectively, and accurately. In the cosmetics industry we want to tell the story of a transformation. We show that you can be yourself but glamorous you. The last image we want to give off is self-hate or being something you’re not. After reviewing many make up advertisements, I have seen were the ads becomes off putting. The ad would show a preserved “unattractive” woman walking down the street and she doesn’t get attention or is she noticed by her crush. Now because he puts on make up everyone is attracted to her. This storyline can be seemed as a self-hate advertisement. We can instead change the dynamic by showing a woman walking down the street being noticed by friendly neighbors, storefront owners, or bystanders. Now when she adds make up her natural beauty becomes enhanced. She may add mascara to enhance her eye color, or powder to remove oiliness. That storyline now becomes more effective and is about enhancement instead of replacement.