Maybelline NY has just launched a make-up course that shall teach visually impaired women how to master make-up techniques, help them use the company’s products, look after themselves and thus improve their self-esteem. According to the World Health Organization (WHO) about two thirds of visually impaired are women, and to cater to their needs, L’Oréal Brazil came up with the Audio MakeUp Project – the first make-up platform designed specifically for the visually impaired.
The company partnered with the advertising agency Ampfy – who came up with the idea for the project – and the Brazilian non-governmental organization Adeva in developing an online course under the trusteeship of a group of experts in make-up for the blind and Juliana Rakoza, the brand’s official make-up artist. This digitally-presented content adapts the make-up techniques making them didactic to be learned through narrated classes.
Fred Siqueira, the Executive Creative Director at Ampfy said in the website’s launch press release that: “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.”
Débora Maciqueira, L’Óreal Marketing Group Manager, added about the course available on the official website, iTunes, GooglePlay and SoundCloud: “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.”
Audio MakeUp course has already received support of celebrities through the challenge #DesafioNoEscuro (#TheDarkChallenge), in which women accept “the mission to do their own makeup totally in the dark and invite their friends to do the same”. Combined with this project, Maybelline NY raises awareness for the subject, making us remember the struggle of millions of women who face a difficult task of having to put on makeup without seeing.
Credits:
Agency: Ampfy
Client: Maybelline New York
Chief Creative Director: Fred Siqueira
Associate Creative Director: Will Ferrari Jr, Fabiano Feijó e Vivs Araújo
Copywriter: Mateus Oliveira
Art Director: Marcelo Coelho
Assistants: Fernanda Maya, Carlos Eduardo Venciguerra e Filipe Sanches
Producer: Douglas Bocalão, Vicky Salles e Arthur Raggi
Account Manager: André Paes de Barros, Thaissa Mirabelli e Mary Martins
Strategic Planner: Gabriel Borges, Hugo Rodrigues e Carolina Santos
Media: Fabiana Baraldi, Leila Shimanoe, Janaína Tenório e Carol Gattás
Digital Producer: Codezone
Sound Design: Baticum
Costumer Approval: Débora Maciqueira, Daniella Brilha, Aline Pinto e Tatiana Chain