COVERGIRL recently launched #ProjectPDA in response to a controversial subway ad denouncing the application of makeup in public, or PDA—”public displays of application.”
In true COVERGIRL style, the brand took to the people. They surveyed 1,500 women and received concerning responses. More than half of these women were not comfortable applying makeup in public, while 74 percent said they think makeup is necessary in social settings. More encouragingly, however, 75 percent stated that they don’t wear makeup for anyone but themselves.
COVERGIRL took this campaign one step further, to the streets of New York, by setting up mirrors all over the city. They emphasized that makeup is an art form and a form of self-expression and that there shouldn’t be anything to be ashamed of. The debasement of public makeup application is inherently sexist and/or trans-exclusionary; this is the process by which people get deemed “vain” or “full of themselves” just for filling in their brows or applying some poppin’ highlighter while on the way to work. The easy, breezy brand made an inspiring video to share their powerful message with all of us, and you’re going to want to watch it: