海角大神

Even without makeup, Heidi Klum still looks great.

Feel empowered yet?

You should, according to the new BBC Children in Need 鈥淕o BearFaced鈥� campaign.

Yes, the corporate charity of the British Broadcasting Company is encouraging women across the world to ditch their makeup Nov. 9 鈥� just like Heidi! 鈥� and instead draw or attach a little paw print symbol on their cheek. This is a 鈥渞eally simple way to raise money for a great cause,鈥� the group says, because women should be able to get sponsors for this 鈥渂rave鈥� move, the same way they would if they were running a charity race.

Because, you know, it should take about the same effort for a modern woman to leave behind her lipstick for a day as it would be for her to run a marathon. Or at least a 10K.

Anyhow, if you need more inspiration for getting BearFaced, you can go to the BBC Children in Need website, where you can scroll through beautifully-lit photos of female celebrities not wearing makeup. There you will find Ms. Klum, a former Victoria鈥檚 Secret Angel, who attests to be 鈥渟o proud鈥� to be taking part in the campaign because she is a 鈥渇irm believer of encouraging women鈥檚 empowerment.鈥�

Also featured (and gorgeous) is English singer and media personality Louise Redknapp, as well as English television presenter Caroline Flack.

Go girl power!

Or something.

Now, we鈥檙e all for girls鈥� 鈥渆mpowerment鈥� here.聽 And for raising money for needy kids. But I鈥檓 having some trouble with this one.

Perhaps it's because I am missing the connection between disadvantaged kids in the UK and beautiful 鈥淏earFaced鈥� celebrities, let alone the link between fundraising and everyday women not wearing makeup.

It seems that building a charity campaign around a daring lack of eye-liner is perpetrating just those stereotypes about girls and beauty the group says it is against; it assumes that makeup is so pervasive, and so dear to women, that it would take some real effort 鈥� some bravery, even 鈥� to appear without it.

And I know, from first hand experience, this does not need to be the case.

I mean, I could raise money聽every day if someone sponsored me to not wear eye shadow. Start adding bonus funds for the tired-mommy-can鈥檛-find-that-year-old-stick-of-mascara-that-even-the-manufacturer-says-to-throw-away look, and I鈥檓 telling you, I鈥檓 your spokeswoman.

But even if I鈥檓 in the minority on this one 鈥� a few months back, the hosts of 'The Talk' also made a splash when they launched their third season with a makeup-free show 鈥� you still have an 鈥渆mpowerment鈥� campaign that is focused on physical beauty.

And even if it's in the name of disadvantaged kids, that should probably make us pause.

With or without lipstick.