Self-confident without make-up
Do cosmetics companies have no choice but to showcase perfectly styled models with flawless makeup? Far from it, as Jequiti demonstrates. In the Brazilian beauty brand’s emotional commercial, the protagonists blossom—without a trace of makeup.
12.7 million people are unemployed in Brazil. Among them are many women who think that the right make-up is crucial for success in job interviews. At least this is the assumption of the cosmetics line Jequiti. The company now wants to prove that women can score points without make-up.
With this in mind, the company invited women and sent them to job interviews with the help of the placement company Mappit. Beforehand, the participants were made up by professional make-up artists. The condition: The participating ladies were not allowed to look in the mirror until the job interview was over. A camera team accompanied the event. Each of them blossomed in the interviews, sold themselves well and came out visibly satisfied.
The make-up has made them self-confident, say the women in front of the camera, and they beam. Until they look in the mirror and realize that they are completely without make-up. And yet they have shown their best side. It's supposed to happen. The slogan: "You only need yourself. But if you need us, we are here." So make-up advertising, a self-confident appearance and success in general are also available without make-up. Let's hope for Jequiti's sake that viewers don't take this too literally and suddenly everyone is walking around without make-up. (ank)
Responsible agency: BETC
