“Beauty is Bone Deep” is a national campaign of print and television ads that reveal misperceptions and stereotypes about age, beauty and women 50+. The idea’s core is strength: strong, beautiful women, defying the negative effects of aging in a deeply inspiring way. We created a unique equity for Citracal--dynamic, vibrant women who appear in x-ray form are then revealed to be older women who are every bit as strong and vibrant in the flesh. Raised in an era of social change, these women, who’ve spent their whole lives defying stereotypes, become living, breathing proof that defiance is in their bones.