COVERGIRL’s latest campaign launch #ProjectPDA spotlights self-expression through makeup, in order to challenge the notion that people have to apologize or hide for their makeup choices. More than half of women who wear makeup feel uncomfortable doing their makeup in public, according to a recent study by COVERGIRL- there’s even a sign on the subway encouraging people to apply makeup in the restroom!
Here are some key findings from COVERGIRL’s survey conducted by Ipsos about women’s attitude towards applying makeup in public, including:
- 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
This got the brand to thinking about the stigma around applying makeup in public, and judgement against wearing makeup in general. Beauty lovers will watch their favorite tutorials from behind a screen, but they’ll often think twice before getting glam in public. To bring #ProjectPDA (Public Displays of Application) to life, COVERGIRL conducted a social experiment that sent hundreds of people onto the subway and to vanity stations set up outdoors in Manhattan, asked them to publicly apply their makeup – loud and proud, and interviewed people about their experience.
As a celebration this social experiment, and everyone’s right to rock their favorite look wherever and whenever they please, COVERGIRL created a video interviewing beauty lovers about their personal stories about their experience with makeup. Don’t miss beauty mavens Patrick Starrr, Laura Lee, It’s My Raye Raye, and Thania’s Beauty share their stories in the video!