There’s a lot of science and women behind a jar of Olay. That’s why they’re committed to closing the gender gap in the STEM field by doubling the number the number of women and tripling the number of women of color by 2030. To launch this announcement, we wrote the first ever beauty ads written in code and let the STEM community spread the word for us. We challenged readers to “Face the STEM Gap” and make them experience it by creating print ads designed not to be understood. In The New York Times released on Women’s Equality Day 2020 as well as the September issues of Harper’s Bazaar and Allure, OLAY reinvented what a beauty ad looks like. The ads were written in STEM languages like computer code, electrical schematics, chemical equations and cryptography. Rather than feature models, we chose role models –female STEM professionals –as the faces of our campaign, including some of the chemists behind the formulation of Olay’s products. On launch day, a single Tweet from one of our female STEM ambassadors, the head engineer of GitHub, ignited the curiosity of women in STEM worldwide. Within seconds, they were all trying to decode the message, from university deans in Mexico to engineers in Warsaw. The campaign garnered overwhelmingly positive coverage in the press and responses on social media, making women in STEM feel seen and making beauty lovers care about STEM. This is just the first step in Olay’s ten-year vision to transform the face of STEM.