L’Oréal Brazil has created makeup up tutorials for its Maybelline New York brand to help sight-impaired women to feel more confident and beautiful. The content offers information on what a particular product is, followed by how to use it. Tutorials include primers, foundation, eye makeup and skin care. All content is narrated by a female voice and is available on the official website, iTunes, GooglePlay and SoundCloud.
The Audio MakeUp campaign coincides with the social media #DesafioNoEscuro challenge (#TheDarkChallenge), where individuals are invited to do their makeup in the dark, invite their friends to do the same, and post using the hashtag.