To promote its new 'truBLEND Foundation' line, CoverGirl worked with model Amy Deanna, who has a skin condition that affects the pigment in her skin, making the inclusion a first for the popular beauty brand.
In a short ad, Deanna is shown applying different shades over her skin, making sure to use lighter shades for the areas that have less pigment, and darker shades for those that have more. With this, CoverGirl communicates the importance of accepting your own unique beauty, and working to enhance it rather than to hide it.
Deanna explained her desire to work with the brand by stating, "Vitiligo awareness is something that is very important to me. Being given a platform to do so means so much."
Vitiligo Model-Inclusive Beauty Campaigns
Amy Deanna is a Part of Covergirl's Diverse Campaign
Trend Themes
1. Inclusive Beauty Campaigns - Creating beauty campaigns that showcase diversity and inclusivity, embracing models with unique characteristics like vitiligo.
2. Empowering Self-acceptance - Promoting the idea of accepting and celebrating one's unique beauty, encouraging others to enhance their natural features.
3. Awareness and Advocacy - Using beauty campaigns as a platform to raise awareness and advocate for underrepresented communities, such as those with vitiligo.
Industry Implications
1. Beauty and Cosmetics - Opportunities for beauty brands to redefine traditional beauty standards and represent diverse consumers in their marketing strategies.
2. Fashion and Modeling - Creating opportunities for models representing various body types, skin conditions, and characteristics in campaigns, runway shows, and editorials.
3. Medical and Healthcare - Supporting the advancement of treatments and awareness for conditions like vitiligo, while promoting positive body image and self-esteem.