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The idea started as a small research project for a global beauty brand. We asked women how red lipstick made them feel. Most said powerful and confident. Our next question: would you wear it to ask for a raise? The answers were shockingly a no. Then we asked ourselves why not? We started researching what was preventing women's empowerment, and the deeper we read, the more we came across the word "objectification"—how it negates self esteem, prevents women from reaching their full potential. So we did what any great strategic firm does, we Googled it. We typed in three words: "Objectification of women." And what came up? Ads. Hundreds and hundreds of ads.e.

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