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Dermablend Recruited ‘Real’ People with Skin Issues for New Campaign

Dermablend's new campaign, "Beyond the Surface," features "before" and "after" photos of people with skin conditions.

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By: Marie Redding

Senior Editor, Rodman Media

Dermablend’s new campaign, “Beyond the Surface,” features people with unexpected skin conditions, before and after applying the brand’s high-coverage camouflage makeup.

Dermablend Professional’s AVP of Marketing, Greg Ferruzzi, said, “Beyond the Surface is a message about transformation, about finding one’s strength—not through the superior coverage in our products—but through the inner confidence that our makeup evokes in our consumers. Dermablend allows people to see that greatness goes beyond the surface of the skin.”

He adds, “Dermablend has created another powerful message that speaks to the brand’s core consumer, primarily because it was inspired by them,” says Ferruzzi.

As with its previous campaigns, the personalities featured in Dermablend’s latest videos were recruited through social media and street casting. The brand’s Montreal-based agency, Tuxedo, filtered through Instagram hashtags and YouTube videos related to vitiligo and other skin conditions to gather “models” from all over the world.

An aspiring makeup artist, a full-time baker, and a self-image awareness entrepreneur are among those who are featured.

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