Dermablend, the super concentrated concealer used to cover tattoos, scars, and apparently porn stars' ass-ne (h/t Cheryl), released its latest campaign last month - and this one's a heart-string tugger.
Entitled "Camo Confessions," the push is made up of videos featuring people who camouflage what are generally regarded as facial imperfections with makeup on a daily basis so that other aspects of themselves can shine through. Cheri Lindsay, a college volleyball coach (with hundreds of thousands of views on her Dermablend-heavy YouTube makeup tutorials) - towels off her face to reveal a quickly progressing case of the skin-pigment disorder vitiligo, while student Cassandra Bankson, who's also found fame via her coverup tutorials (her "foundation routine" video has 22.4 million views and counting and is currently the most-watched beauty video on YouTube), wipes off her Dermablend to expose her biggest insecurity, acne.
The "confessions" are touching, inspiring, and - specifically regarding Bankson's - will make you weep for tenderness, hitting the same notes as Dove's uber-popular "Real Beauty" ads. (Watch and you'll see what I mean.)
The least watched video so far is "Zombie Boy" Rick/Rico Genest's contribution, partly because his "skin condition" (i.e., being covered head to toe in skeleton-esque ink) is entirely self-inflicted, and also likely because he did a really similar ad for Dermablend back in 2011.
The campaign also includes an interactive and charitable element: For every video "confession" submitted to its website, Dermablend will donate $1 to self-esteem improving cancer foundation Look Good Feel Better.