Go "Beyond the Surface" with Dermablend Professional's New Ad Campaign
NEW YORK, April 14, 2016 /PRNewswire/ -- Courage. Strength. Confidence. Dermablend Professional's latest ad campaign allows individuals to see beauty that extends beyond the skin's surface.
The brand's revealing campaign, "Beyond the Surface," showcases individuals with unexpected skin conditions before and after applying Dermablend's high-coverage camouflage makeup.
Breaking away from traditional beauty ads, Dermablend's videos dare to expose individuals with unique skin indications such as vitiligo, rosacea, and cystic acne to question society's perception of what is beautiful. The campaign was inspired by deeply emotional testimonials from real Dermablend users, who turn to the brand's highly efficacious camouflage products not only for their physical benefits, but also for the mental, social, and professional reassurance.
Let's face it—social pressure related to outer appearance is at an all-time high—and 60% of Americans have a skin concern that they would consider camouflaging with cosmetics.
According to Dermablend Professional's AVP of Marketing, Greg Ferruzzi, "Beyond the Surface is a message about transformation, about finding one's strength—not through the superior coverage in our products—but through the inner confidence that our makeup evokes in our consumers. Dermablend allows people to see that greatness goes beyond the surface of the skin."
"Through Zombie Boy to Camo Confessions and now with Beyond the Surface, Dermablend has created another powerful message that speaks to the brand's core consumer, primarily because it was inspired by them," says Ferruzzi.
As with its previous campaigns, the personalities featured in Dermablend's latest videos were recruited through social media and street casting. The brand's Montreal-based agency, Tuxedo, filtered through Instagram hashtags and YouTube videos related to vitiligo and other skin conditions to gather "models" from all over the world. Those featured on-screen include an aspiring makeup artist, a full-time baker, and a self-image awareness entrepreneur.
Zaina Ishaq, a London-based student featured in the video revealing her vitiligo, said of the campaign, "Whilst it is really important to love yourself naturally, some like myself need that little something 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."
The campaign's 12 videos include a diverse group of individuals who range in age, ethnicity, skin tones, and skin conditions, representing the diversity of people Dermablend Professional hopes to reach and empower with its makeup. These videos help users navigate a wide range of coverage offerings and shades, while educating new and existing Dermablend users on how to achieve natural-looking, flawless coverage that lasts.
About Dermablend Professional:
Dermablend Professional's mission is to empower men and women with any skin condition to uncover their potential. Founded by an American dermatologist in 1981, the brand has been recognized as the expert in high-coverage foundations, concealers, and powders thanks to its unique Camo-Pigment™ technology. Today, Dermablend remains the #1 dermatologist recommended camouflage brand, and offers of a wide selection of coverage products to camouflage any concern flawlessly.
Contact: Kerry Kane, 917-208-3486, [email protected]
Photo - http://photos.prnewswire.com/prnh/20160412/355277
SOURCE Dermablend Professional
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