The natural "I don't need rouge" look.

This is the reassurance ad, they know you want it and that you don't want other people to know you use it. It's the "I don't get plastic surgery" plastic surgery.

They also have the added value sales note on the side there, it as a product lacks a bit of luster as they have assumed that you are already sold on the product, but are just trying to edge over the competition. Which isn't the worst thing, but makes for a boring add.