The viral campaigning for domestic violence has reached an unprecedented height; the makeup ad by Berlin-based women's organization Terre des Femmes brought to light this issue with its new makeup.
Together with the ad agency McCANN Germany, the women's organization created a makeup that contains blue-green greasepaint to showcase a battered bruised-up look that comes from being beaten. The makeup, which they named 'The Truth,' is being marketed as something that reveals rather than conceals. The video showcases women in a mall who go up to get a makeover, but are instead given a black eye. The women are visibly distraught at what they see in the mirror. The PR campaign was aimed to raise the issue of domestic violence in Germany.
Revealing Makeup Kits
This Terre Des Femmes Makeup Ad Reveal a Harsh Truth
Trend Themes
1. Domestic Violence Awareness - Exploring the concept of revealing makeup kits to raise awareness of domestic violence and encourage reflection on the reality of abuse.
2. Shockvertising Campaigns - Using advertising campaigns to start the conversation about taboo social issues and inspire social change.
3. Authentic Marketing - Building brand authenticity and positive social image by addressing real-world social issues through marketing campaigns.
Industry Implications
1. Cosmetics - Creating social commentary on domestic violence and abuse through cosmetics and awareness raising campaigns.
2. Social and Cultural Awareness - Collaborating with socially conscious companies to raise awareness about social issues, particularly domestic violence against women
3. Marketing and Advertising - Utilising marketing and advertising communications channels to further publicise and endorse social awareness campaigns