Make it aural

Brazil – Maybelline has launched a platform to help women with visual impairments to use its products.

• It forms part of Maybelline parent company L’Oréal Brazil’s Beauty for All campaign
• It is accompanied by the celebrity-endorsed #TheDarkChallenge, in which women do their make-up in the dark

Audio Makeup offers ‘lessons on self make-up techniques to teach sight-impaired women how to make themselves up’. The site, which enables users to adjust the size and spacing of the typeface, has been specifically designed to be navigable by women with a range of sight impairments.

Offering tips on make-up application and skincare routines, the site has been developed with the purpose of empowering women so that they do not have to rely on somebody else to apply their make-up. According to the World Health Organization (WHO), 285m people worldwide are visually impaired, and two-thirds of the world’s blind people are women and girls.

‘Creating a campaign for the visually impaired demanded a deep understanding of the audience, their habits and how they browse the web,’ Fred Siqueira, executive creative director at ad agency Ampfy told The Drum.