Vanity often receives a negative connotation due to the media's unrealistic expectations. Dermablend is a cosmetic line of corrective cosmetics, which are made specifically for people with mild to severe skin conditions. The company took a different approach to the importance of makeup, which is the truth that lies beneath the perfectly polished surface. The campaign focuses on two beautiful women each with a very big secret, what appears underneath their makeup. The ad compares YouTube celebrity, Cassandra Bankson's skin before and after applying makeup. Bankson has become infamous on YouTube having over 22 million views for her makeup tutorials that show the process of covering up her severe acne. Her braveness to share her true self translates onto camera through her storytelling about being bullied for her skin. You can't help but feel for her and understand her desire to feel "normal" in the eyes of others.
The campaign also features Cheri Lindsay, who has vitiligo, which causes depigmentation of the skin. During the two minute "Camo Confession" video Lindsay explains her journey living with vitiligo. The video captures her vulnerability and courage to put herself out there to make a difference and enourage others. Her apparent nervousness results in a very raw and real story. The campaign debunks the idea of makeup covering up a person's true self and rather, makeup has the potential to reveal the person beneath the imperfections.
Relatable. Emotional. Fascinating. Informative. Chill-inducing. Perfection.
Retrieved from: http://www.adweek.com/news/advertising-branding/inspirational-makeup-ads-reveal-rather-conceal-womens-true-selves-156639
I also saw this campaign and absolutely loved the direction they went it. I definitely think makeup gets backlash in the media, and I don't think people realize the magic makeup has on skin. I know a lot of people who feel uncomfortable and self-conscious about their skin, but with make-up they are able to hide their insecurities and show off their new-found confidence. I loved the confession-type video because it allows the audience to see a real person talking about real life issues.
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