Let me take you back in a time a little - you're 18 years old and you've just found your perfect red lipstick. You're very happy about this. So happy, in fact, you decide to give it a debut outing at your local shopping centre when you go to meet some schoolfriends.
'Wow!' exclaims one friend, shocked. 'Don't you think red lipstick during the day is a bit garish?' Humiliated, you duck into the nearest bathroom to scrub it off.
How many of you have ever felt like that? Like you can't wear a bold lip before cocktail o'clock? Or like a smoky eye will stop you being taken seriously at work?
Society is pretty quick to box us in when it comes to beauty, and especially so when it comes to colourful makeup.
We're told certain shades can only be for certain occasions, and the ever-present fear of looking like a 'clown' can stop all but the boldest of us from having fun with makeup. Well, in their new campaign, Boots are putting two (well manicured) fingers up to that.
Encouraging women to embrace colour and wear it in a way that expresses how they feel, the 'Colour Your Way' campaign says that if you feel pink lipstick is serious, then it is. If you feel like muted grey is fun, then it can be.
Having learnt through research that in fact only 13% of women like to follow trends when it comes to colour cosmetics, No7 have set out to reclaim the colour wheel for women everywhere.
And, in true No7 style, the campaign features un-retouched, street-cast, everyday women. So what are you waiting for? With a veritable feast of colourful in the campaign, there's plenty to get inspired by.
As for us? We say, wear the bold, matte red lip to get a pint of milk sometimes. Why the hell not?