senckađ
Group745
Group745
Group745
Group745
Group745
Group745
EDITION
Global
USA
UK
AUNZ
CANADA
IRELAND
FRANCE
GERMANY
ASIA
EUROPE
LATAM
MEA
Creative in association withGear Seven
Group745

Droga5 and CoverGirl Highlight the Power of Self-Expression with #ProjectPDA

05/06/2017
Advertising Agency
New York, USA
287
Share
Public Displays of Application challenges the notion that women have to apologise for or hide their makeup choices

Beauty and makeup give people the power of self-expression, but too often messages in popular culture tell people that it’s not okay to enjoy this power. Those who wear makeup often feel judged about where, when, and how much makeup is okay to apply. There’s even signs on subways encouraging people to apply their makeup in the restroom.

This got the CoverGirl team at Droga5 thinking: “Why is there a stigma around applying makeup in public, and is it related to some bigger-picture judgements around wearing makeup, in general?” We’ll watch social media tutorials from behind a screen, for hours on end, but why do we instinctively react that it’s somehow inappropriate for real women to put on makeup out in the open?

A study for CoverGirl undertaken by Ipsos uncovered that…

· More than half of women who wear makeup stated that they would feel uncomfortable doing their makeup in public

· 52% of women who felt judged for their makeup look, stated they felt they have been judged at work

· 74% of women expressed that they feel they need to wear makeup in social settings

· 75% of women noted that they wear makeup for themselves and not for anyone else

In addition, CoverGirl decided to conduct a social experiment. They sent hundreds of people onto the subway and to vanity stations set up outdoors in New York City, asked them to publicly apply their makeup – loud and proud – and then interviewed them about what this act meant, how culture has influenced their choices around makeup and how they express themselves, and what role beauty plays in their lives.

The outcome is a video CoverGirl is launched today, called #ProjectPDA: that is, Public Displays of Application, to spotlight self-expression through makeup, and to challenge the notion that women have to apologise for or hide their makeup choices.

Brand
Agency / Creative
Editorial
Music / Sound
SIGN UP FOR OUR NEWSLETTER
Work from Droga5 New York
Reel
Mara Techam
25/10/2024
4
0
Summit of the Future Promo
United Nations Foundation
24/09/2024
15
0
The Pass
Reinvented with Accenture
19/09/2024
38
0
ALL THEIR WORK
SUBSCRIBE TO LBB’S newsletter
FOLLOW US
LBB’s Global Sponsor
Group745
Language:
English
v10.0.0