Try Not to Cry: Watch this "Camo Confession" Video
Dermablend, the gold standard in coverage makeup, is urging people with all sorts of skin conditions to take it off
The makeup brand, famous since launching in 1981 for being able to seamlessly cover anything from radical acne to full sleeves of tattoos, is reaching out to its consumer base in an inspired marketing campaign that's not only moving, inspirational and impressive but also altruistic.
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Counter-intuitive as it may sound, Dermablend is on a mission to get people to reveal what they use the product to cover up. Launching the "Camo Confessions" with three videos; there's Rico who's covered in tattoos, Cassandra with dramatic acne scarring and Cheri with vitiligo (a skin pigment disorder), we watch as each tells their story of feeling like they have to hide, to cover up, to be accepted by and in society. There are no scripts at play here, it's all in their own words and from the heart. And, they strike a chord whether or not you contend with a skin condition.
"There's something wrong with everybody," Cheri says in her Confession. But rather than hide behind her condition, she owns it and is empowered as a result.
On its website and through social media, Dermablend urges people to film their own story and will donate $1 for every submission to Look Good Feel Better, an organization that works on improving the self-esteem of cancer patients suffering appearance-related side effects. There are already a whole bunch on YouTube and it's encouraging that submissions keep streaming in.
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"Blend in to stand out" is the message they're driving home here. And it's quite powerful. See for yourself below.