Dermablend has launched a new ad campaign to encourage consumers to look beyond external beauty. The new ad stars consumers with skin conditions before and after applying Dermablend's camouflage make-up.
Called "Beyond the Surface", the campaign features people with vitiligo, rosacea and cystic acne and aims to challenge society's perception of beautiful. The campaign was inspired by emotional testimonials from Dermablend customers who enjoy not only the physical benefits of the brand's products, but also the mental and social benefits of hiding their skin condition.
Greg Gerruzzi, Dermablend's Professional AVP of Marketing, explained: "Beyond the Surface is a message about transformation, about finding one's strength – not through the superiour coverage in our products – but through the inner confidence that our make-up evokes in our consumers. Dermablend allows people to see that greatness goes beyond the surface of the skin."
Those in the video were recruited on social media and via street casting. Those featured in the ad include London-based student Zaina Ishaq. She said: "Whilst it is really important to love yourself naturally, some like myself need that little extra to boost their confidence – and make-up is the perfect way of doing that. Dermablend is promoting the use of make-up simply to encourage confidence in others and I think that is so important."