whatsapp icon

L’Oréal Brazil Creates Audio Tutorials For Visually Impaired Women

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.

The make-up course is available on Audio MakeUp official website, iTunes podcast, GooglePlay and SoundCloud.

Want to see your content here?

It’s the right time to go global! List your agency among the leaders of the industry, promote your works, create original content and find your new team members!


WORK | Social Media Campaigns

Amigos For Kids And Republica’s “Broken Crayons” Is Exhibited In Miami Art Week

Sometimes a wonderful artwork of children might tell you a different ...

WORK | Social Media Campaigns

Season’s Greetings By Ad Agencies – Creative Holiday Cards For 2017

Christmas ads took over the entire months of November and December, ...

WORK | Social Media Campaigns

JWT Released The Future 100: 2018 As An Annual Forecast Of The Upcoming Year’s Trends

The Innovation Group by JWT presented this year’s Future 100 report ...

This website uses cookies so that we can provide you with the best user experience and deliver advertising messages and offers on the website that are relevant to you. To read more about the cookies we use and to change your settings, please see our privacy policy.