GIVING POWER AND SELF-CONFIDENCE, EXTERNAL AND INNER BEAUTY: THIS IS THE PURPOSE OF MAKE-UP. DISCOVER IN THE GALLERY THE MOST IMPORTANT BEAUTY CAMPAIGNS OF YESTERDAY AND TODAY THAT HAVE CELEBRATED IT.
It was 1973 when L’Oréal’s iconic motto “Because I’m worth it” made its debut in the advertising world. It was the period of the feminist movements and the aim of the campaign was precisely to promote the role of women in society.
There are many moments to remember in the history of make-up. After the 70s with L’Oréal, in the 80s top models pay tribute to red lips and strong colors.
In 1994 there are two main moments. Iman Cosmetics launched the first line of foundation specially formulated for all skin types, giving a space in the industry also to women of different races and cultures, hitherto kept in the margins.
At the same time, Mac Cosmetics created the Viva Glam line, inaugurating it with a burgundy lipstick. A special adv campaign is then created and became famous. The entire proceeds of these products that are still sold today go to support an AIDS fund.
Coming to contemporary times many canons of beauty have changed and consequently the message to be communicated. In fact, in 2015 Andreja Pejić makes history: the first transgender protagonist of an important beauty campaign thanks to Make Up For Ever.
Finally, in 2017, Maybelline changes the cards on the table by deciding to use a male subject as a testimonial of the famous mascara completely revolutionizing the classic canons of make-up.