Beauty itself is a relative topic to talk about. Most of people agree that beauty is in the eye of the observer, but we are all aware that we’re living in a world where physical appearance is overrated. To prove the opposite, Selfridges has launched a campaign that combines two of the brand’s main marketing platforms: digital with outdoor and in-store events. The purpose of the campaign is to open the debate about different approaches and perception of visual beauty and to encourage people to communicate among themselves.

Called Hello Beautiful, the campaign includes debates about the most interesting topics that we use in everyday conversation: Men and Beauty, Age and Beauty, Adornment/Extreme Beauty, Global Beauty, Androgyny and Natural Beauty. Debates will be hosted by a video blog and aired via Google+ Hangouts. Visitors will have a chance to participate in the conversation and to express their own opinions about what they mean by beauty.

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Along with the Google+ chats, the beauty festival will be accompanied by Google+ photo booth where visitors will present themselves and the pictures they take will be featured both in a digital and physical (Selfridges windows on Oxford Street in London) form.

Moreover, a so-called “Fragrance Lab” will be also present and every visitor will recieve its own scent based on the physical presence. This means that this custom made scent will reflect the customer’s personal characteristics and it will cost them £55 per person for a 50ml bottle of the perfume.

Norbert Shoerner, a german photographer and filmmaker, had the job to emphasize natural beauty in portraits of 8 non-professional models, which will serve as epitome of beauty in the campaign. Models are chosen to be from 20 to 71 years old and most of them are beautiful, but also stand out from the crowd.

The Beauty Project will last until June 12, so don’t miss the chance to express your opinion and show the world what the real beauty is. Check out the video below: