L’Oréal lets colorblind men see red for the first time

L’Oréal’s new campaign has people seeing red.

The makeup brand’s latest ad in Mexico is a feel-good digital video that chronicles the tear jerking moment when colorblind men see their partners wearing red lipstick for the first time. The campaign was created by McCann Mexico, based on the insight that one in 12 men cannot see the color red due to color blindness. A red dress or lipstick tends to register as brown, ochre or purple for the colorblind.

For the campaign, the agency enlisted seven couples in which the men had never seen the color red. Their partners were made to undergo a makeover, where they wore one of the shades of red from among the brand’s lipstick collections, Color Riche.

The men were then shown a video of the makeovers, zooming in on their partners’ lips. Using a pair of special glasses with Enchroma technology, they were able to see red for the first time — on the lips of the women they loved. The screen where the video was being projected was then turned around to reveal their partners, who stepped forward to surprise their guys. The video also captured their reactions, ranging from surprise and disbelief to pure joy.

“While L’Oreal has always been known for its tagline ‘Because you’re worth it,’ it’s communication has been very focused on the benefits of the product — at least in Mexico,” said Joanna Lopez, McCann Mexico’s group creative director. “This was our chance to really bring that to life, empower women and really make them feel an emotional connection to the brand.”

The video is being pushed on all of L’Oréal Paris’s social networks in Mexico. L’Oreal is also asking women to share photos of themselves wearing their favorite shade of red with the hashtag #EsteEsMiRojo or #ThisIsMyRed.

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