Vichy’s campaign promotes a foundation able to cover up any imperfections of the skin, including tattoos, starring several public figures well known for their appearance such as Rick Genest, Cassandra Bankson and Cheri Lindsay.
In the Camo Confessions Rick talks about his job and his position in society due to his full body coverage with tattoos which narrowed down his options for a job and friends, Cassandra talks about how painful and hard it was to grow up in a society that judges and rejects a person with severe acnee and how she became famous due to her videos where she taught other girls with her problem to cover this disease with make-up cosmetics and Cheri talks about how vitiligo and how even children that should be too young to discriminate are having a tough reaction to her condition.
While I found this campaign as brilliant I remembered Cooley’s theory about the looking glass self. The whole idea can be applied in today’s society: we make our identity of how we should look based on what society sees as normal. Shouldn’t people with skin imperfections be comfortable in going out without having to cover their skin? Make-up has become such a weapon that we have to explain our pain behind it to others so we can blend into society.
The process of covering all your skin imperfections everyday before going out is not such a pleasure. It takes time and I don’t think someone wakes up in the morning anxious to put make-up on. We’ve made a habit out of powdering our nose after a couple of hours so our skin face wouldn’t be shiny. It is almost a reason to socialize. For instance, when going out to a party it is not unusual to see a group of girls carrying their purses going to redo their make-up at the bathroom. A technique that was meant to improve our appearance has turned into a social process where people use make-up without needing it and a girl who goes out without make-up is perceived as someone who doesn’t take care of herself and does not fit into the social label of a modern girl, therefore she can’t compete with the high-standards. A boy that is always making sure to look flawless from every physical aspect would not court a girl that is not wearing make-up. He would not ignore her but he would not be interested in a romantic relationship.
How we see ourselves it is often not how people see us. Personally I wear make-up everyday and I wouldn’t go out without it and even though I know it’s wrong I often find myself looking at other girls and thinking how some foundation would upgrade her. In the end the only thing that matters is what makes us feel good about ourselves. As this campaign promotes yourself in the best version and make-up does that to you, go for it!
Ioana Faur, Journalism English line, 3rd year