L'Oréal Brazil has created a makeup course for its Maybelline New York brand to teach visually impaired women how to use its products.
According to the World Health Organisation (WHO), about two-thirds of the visually impaired are women. For most of them, being independent and looking after themselves is essential for their self-esteem.
To cater to these women, L'Oréal Brazil partnered with Brazilian NGO Adeva, the trusteeship of Maybelline New York's official makeup artist, and a group of experts in makeup for the blind. The content adapts the makeup techniques making them didactic, with the lessons then made available via narrated classes.
“Creating a campaign for the visually impaired demanded a deep understanding of the audience, their habits and how they browse the web. On the website, for example, the structure and layout were designed for people with different levels of visual impairment and included special programming," explained Fred Siqueira, executive creative director at Ampfy, the advertising agency that came up with the idea of the project.
Tutorials include how to apply foundation, eye makeup as well as skincare routines to maintain healthy skin.
The Audio MakeUp campaign is supported by celebrities through the challenge #DesafioNoEscuro (#TheDarkChallenge), in which women accept the mission to do their own makeup totally in the dark, and then invite their friends to do the same, showing the results on social networks.
With the project, Maybelline New York aims to raise awareness for the subject, and the struggle millions of women face having to put on makeup without seeing.
“When a woman wears makeup, she feels beautiful and confident. In that perspective, make up is extremely important also for those who can’t see. Audio MakeUp is an empowering tool for women," added Débora Maciqueira, L’Óreal marketing group manager.
The course is available on the official website www.audiomakeup.com, iTunes, GooglePlay and SoundCloud.
It is the latest push in to diversity from the makeup brand, which last month launched Yours Truly a campaign centred around diversity, one that has seen it adopt a new brand strapline and also features the first man ever to star in a mass market cosmetics ad.