ABOUT

Brief:
Indonesia has the second highest rate of people with blindness in the world, 3.5 million people in number; most of them are women. But not even one cosmetic brand ever tries to make them able to do their own makeup independently.

L’Oreal Indonesia and Maybelline Indonesia with the spirit of “Make Beauty Happen for All Women” are moved to empower them in this matter.

Strategy: Sei-katsu-sha insight?
Often underestimated, visually impaired people are averse to be pitied and treated as handicaps; because they are truly able to cope up with current technology as normal people do, thanks to accessibility features in their gadget. In fact, they do activities with their smart phones everyday.

We tap into this daily habit of them, to make the cosmetic products exploration and application accessible enough on White Cane Day 2019; to fulfill their deepest desire to look beautiful, which is the hardest thing to do.

Creative:
The Unseen Beauty; an accessible makeup kit and makeup tutorial in a form of audio. The kit is equipped with braille as guidance to explore the kit and the products, enhanced by the makeup tutorial audio that descriptively guide them step-by-step to do the face, brows, lips and eyes.

The Unseen Beauty made L’Oreal Indonesia and Maybelline Indonesia as the first beauty brand that provide beauty kit & tutorial for visually impaired women.

Market Result:
Maybelline Indonesia gained more awareness as an international beauty brand who understand all Indonesian women by touching massive yet inclusive group of people in Indonesia. This also made them able to compete with Indonesia’s #1 local beauty brand.