COVERGIRL is encouraging PDA—public displays of application, that is. In a brand new campaign, #ProjectPDA (Public Displays of Application), CG is highlighting "self-expression through makeup in order to challenge the notion that people have to apologize or hide for their makeup choices."
This innovative idea stemmed from the stigma around applying makeup in public. In fact, in a recent survey conducted by the brand, more than half of women surveyed who wear makeup feel uncomfortable doing their makeup in public. And that's not all the brand discovered. An astonishing 52 percent of women who said they felt judged for their makeup look also said they felt they have been judged at work. And 74 percent of women surveyed expressed they feel they need to wear makeup in social settings BUT 75 percent of women surveyed said that they actually wear makeup for themselves and not for anyone else.
To help makeup wearers feel more confident and comfortable with their application, CG conducted a social experiment that sent hundreds of people onto the NYC subway and to vanity stations set up outdoors in Manhattan to publicly apply their makeup. The result was quite powerful. See the video below.
You can share your own makeup moment with COVERGIRL using the hashtag #ProjectPDA. So grab your favorite lipstick and mascara and apply away!
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