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

21 Apr 2016

According to the Colour Blind Awareness NGO, 1 out of 12 men cannot see the colour red because they are colour-blind. When the partners of these men wear a red dress, red shoes or even red lipstick, the men perceive these colours as brown, ochre or even purple.

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).