Maybelline New York has launched a new audio tutorial in Brazil to teach vision impaired people how to apply various makeup products.
The initiative is a collaboration between Maybelline’s parent company L’Oreal Brazil and advertising agency Ampfy, and works off a specially designed website where the spacing and size of all text can be altered and the ‘how to’s' are explained verbally without video.
Ampfy creative director Fred Siqueira says in a statement, “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 programming”.
It is estimated that 285 million people are vision impaired worldwide and that 90 per cent of those live in developing countries like Brazil, according to the World Health Organisation.
While makeup is worn by many to boost self-esteem and confidence, a US research paper this year found that “well groomed” women also earn an average of AU$8,000 more a year than their lesser groomed counterparts – a figure that is not nearly as prominent in men and does not take into account the money spent on grooming products.
The Audio Makeup tutorial offers information on applying foundation, eyeliner, blush and lipstick as well as how to prime skin and is available online and in app form.
While the initiative won't be officially launched in Australia this year, it is currently offered in both English and Portuguese. SBS contacted Maybelline Australia but they could not respond by deadline.
Meanwhile in Brazil, the tutorials are being supported by a host of high profile locals via the hashtag #DesafioNoEscuro or "challenges in the dark", where they do their makeup in the dark and nominate others to do the same to draw attention to the difficulties women with vision impairments face every day.