Back in 1998,
The campaign, primarily in print and outdoor, evolved from a new strategic positioning developed by ethical communications consultancy, Host Universal. They created the iconic "Ruby" image of the naked red-haired doll, hands behind her head and wind in her hair, that became the embodiment of the campaign. The photographer was Steve Perry.
|Ruby - the Anti-Barbie.|
Personally, I feel its a shame that the Ruby campaign had to be dropped. It is so rare to see a cosmetics company challenge the ideals so forcefully promoted throughout the beauty industry. Perhaps another company will pick up where Ruby left off and find a new and more successful strategy.