Dermablend's inspirational - albeit ironic - makeup ad empowers women by encouraging them to reveal, and not conceal, their true selves.
The label, which specializes in corrective cosmetics, uses people with mild-to-severe skin conditions as its spokeswomen, forgoing the usual digitally airbrushed models.
New ads for the Vichy brand from Agence Tuxedo abandon all notions of vanity when two women give emotional testimonials about their battles with skin conditions.
These women "fight through the shock that their skin condition creates -- people look at them and stop at their skin," Tuxedo creative director Ludwig Ciupka told Ad Week. "Covering themselves allows people to see through their imperfections and see who they are inside."
By wiping away Dermablend's concealing product with a camera in full focus against a black background, these women spread the word that this makeup helps them show the world who they truly are.
Cassandra Bankson, who is semi-famous for her YouTube makeup tutorials (one of which has over 22 million views), talks frankly and genuinely about her struggle with severe acne. Plagued with the skin condition since third grade, Bankson heartbreakingly recalls a student telling her that her dying grandfather was lucky he'd never have to see her face again.
"[We were] almost in tears at moments," Ciupka said of the unscripted monologues.
Cheri Lindsay talked about her vitiligo, which causes depigmentation of the skin, and how it hasn't stopped her from being successful. Both women came to the same conclusion: There is no reason to hide.
"I used to use makeup to cover up and to hide who I was. Now I use it to express myself and show the world who I truly am," Bankson said.
This is Dermablend's second viral video, following its previous starring the ultra-tattooed Rick Genest, also known as "Zombie Boy," which got 15 million views.
The recent videos, aimed at women ages 15-45 with skin imperfections, are running on YouTube and the Dermablend site. The brand encourages other people to make their own videos and share their stories.
