L’Oréal Brazil has created an audio-only guide to cosmetics use for its Maybelline brand. Audio MakeUp is part of L’Oréal’s ongoing diversity drive, Beauty for All, and is designed to help the visually impaired to learn top application techniques, according to a report published by The Drum.
The French beauty giant’s Brazilian arm teamed up with Adeva, a Brazilian NGO; a group of experts in make-up for the blind; and the trusteeship for its official Maybelline make-up artist to adapt make-up tutorials to pure audio content.
“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 programing,” Fred Siqueira, Executive Creative Director at ad agency Ampfy told The Drum.
The series covers make-up application and skin care routines and is supported by a campaign that challenges celebrities to do their make-up in the dark, displaying the results on social media with the hashtag #DesafioNoEscuro (the dark challenge).