L’Oréal Brazil came up with a project that helps visually impaired women to do their makeup on their own.
The project is called Audio MakeUp and designed by Maybelline New York. The partners of the project are the Brazilian NGO called Adeva, and the digital agency behind is Ampfy. English and Portugese options are available in the tutorials. They present how to apply foundation, eye makeup and skincare routines to maintain skin health.
Fred Siqueira, executive creative director at Ampfy said:
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.
The Audio MakeUp campaign is supported by celebrities through the challenge #DesafioNoEscuro (#TheDarkChallenge), in which women accept to do their own makeup in the dark, then invite their friends to do the same and showing the results on social media.
According to the World Health Organisation (WHO), about two-thirds of the women are visually impaired. L’Óreal is very excited and proud of the project. They consider it as a step forward in digital era and a beginning for women to act individually. The project is important, also, because it is made by a mass-market cosmetics brand, which means more access.
Débora Maciqueira, L’Óreal marketing group manager states that:
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.