L’Oréal’s Dermablend Professional corrective foundation brand goes from the 2011’s shocking video featuring Zombie Boy to new emotional spots in its new “Camo Confessions” campaign. The effort aims to raise awareness of the skin flaw problems and help people feel less tense talking about severe dermal imperfections they’re hiding under a thick layer of concealers.
The effort developed by Montreal-based agency Tuxedo starts the face of the previous campaign, a heavily tattooed guy named Rico aka Zombie Boy, as well as actress, model and vlogger Cassandra Bankson and college volleyball coach Cheri Lindsay—the first of the ladies suffers from severe breakouts and the second girl has vitiligo. In the vignettes, they wipe off the foundation, expose their skin as it is and narrate their own story of how hard it has been for them to live on with their unconventional skin conditions.
The effort that is running to the end of the year has a social goal as well. The brand aims to encourage the viewers who have major or minor skin imperfections to share their own story in a video, photo or text format via dedicated online hubs. So far, there are 18 videos from the viewers who talk openly about their skin disorders, inspiring others to respect themselves as they are and stop feeling abnormal just because their skin looks different.
For every confession submitted as part of the campaign, Dermablend will donate $1 to Look Good Feel Better, a non-profits that supports woman suffering from appearance-related side effects of cancer treatment. The organization arranges beauty sessions to help ladies improve their self- esteem and quality of life.