McCann Mexico, L'Oréal Paris campaign allows colour-blind men to see lipstick red

McCann Mexico and L’Oréal Paris gave the partners of select colour-blind men the opportunity to have an unforgettable experience and discover red for the first time with L’Oréal’s lipstick brand ‘Color Riche’. The women participating in the project enjoyed a makeover that used one of the red colours of the Pure Reds lipstick collection.
The colour-blind men watched a video projecting their spouse’s lips in red. Then the men were given a pair of special glasses with Enchroma technology that allowed them to see red for the first time, on the lips of the women they love.
Following that moment, the screen where the video was being projected turned around to reveal all of the women in the project, who stepped forward to surprise their men and show-off their red lips, up close.
The action was documented in a video launched on 8 March 2016, across L’Oréal Paris’s social networks in Mexico. The social activity asked women to share their red lips with the hashtag #EsteEsMiRojo (#ThisIsMyRed).
View the video


Related
#BehindtheCampaign: Bullet Proof Park | A fake idea with real change 13 May 2025 Omo's Stay Unbeatable campaign partners with Olympian Caster Semenya and SA Rugby 15 Apr 2025 #BehindtheSelfie: Davin Phillips, CSA executive director 3 Apr 2025 #BehindtheCampaign: Metropolitan's No. 1 for our No. 1s shows what exceptional service is 13 Dec 2024 Shoprite reaffirms 45 year old brand promise in new campaign 25 Sep 2024 LG launches global campaign ‘Optimism your feed’ to help bring more balance to social media feeds 6 Jun 2024