In my ongoing battle against death, decay and vagaries of aging, I’ve become entranced by all cosmetic claims that promise de-wrinkling, de-puffing, and de-like. I’m all for anything that will keep me from giving in and submitting myself and my vanity to the plastic surgeon’s art.

So, in my search as I’m wont to do, I started looking at lip stuff. Creams for right outside the lips, plumpers for my inner pout. I’ve read the reviews from women who have dared to go before. Then I came upon a truly brilliant Maybelline online campaign for its Lip Plumper XL lipstick. Why brilliant? Because it’s putting the proof of its claim right into the hands - and onto the lips - of its customers. Customers are invited to print out a chart and after buying the product to go ahead and compare their pucker pre- and post- plump.

So simple, so elegant and a great way to prove their point with your own plumped-up pucker. The best marketing is being able to experience the promise of the product with absolute proof. It’s the same thinking behind the oh-so-not-amusing-but-effective As Seen on TV ads. We watch cordless sweepers, dog trimmers, whatever, in action … showing us its wonders. We stare in glassy-eyed amazement and enthrall.

Or maybe it’s just me.

Rarely tho have I seen a cosmetics ad encourage their customers to do their own before/after with such confidence.

I haven’t tried it yet because I live in the semi-sticks and the only grocery store is remodeling and they’ve removed ALL THEIR COSMETICS until further notice. I hope to try it, though, before the upcoming Blogger Social next month. You’ll know me by my Angelina Jolie, petal pink, glossy, plumpy pout. Look for my follow-up post with my own test results for all to see.