Jim Moran was employed to publicise a cosmetics arm of a major U.S. pharmaceutical company. Instead of the usual run of the mill celebrity endorsement, Moran decided to give the idea some intellectual thought and put a back story to the photo call that he organised.
Moran used the well known “Delia Collins School of Beauty Culture” in his photo shoot which took only 20 trainee beauticians each year. At the school, the trainees learnt all about the anatomy of beauty and all the major bodily functions. Thus, the idea of beauty therapy was sold, coupling cosmetics with health.
It was no longer just about a product concocted in a lab, but had a health as well as beauty aspect to it.