Macy's is pushing inner confidence and outside beauty in its new "Deeper Beauty" digital campaign. A 60-second spot features a new spoken poem by author Pavana Reddy that celebrates the force of confident women.

"Because a woman who is proud of the way she feels is not afraid to show it," a voiceover says. "When others place more value on the way you look, loving yourself is an act of revenge. It is less a symbol of vanity than it is a revolution, a way of saying, 'I am here, but I am not here to please you.'" In addition to the hero spot, the push will include an interview series about the meaning of beauty for five different women.

BBDO New York, the retailer's agency of record, worked on the campaign. Recognizing the sales potential in the category, Macy's has been expanding its skincare and cosmetics offerings by adding new lines like IT Cosmetics and renovating in-store displays. Customers can also use smart kiosks to virtually try makeup in stores.