CoverGirl is challenging beauty norms with a new social experiment that encourages a conversation about self-expression through makeup — and filmed this video about it, #ProjectPDA.

CoverGirl’s video, Project PDA — Public Displays of Application — captures the outcome of the experiement, which explores the tension and the cultural stigma around applying makeup in public.

“This effort is important because we believe there is beauty in diversity, in honoring what makes each of us unique, and in empowering people to express this authenticity through their makeup choices,” said Ukonwa Ojo, Global SVP CoverGirl. “This campaign is a celebration of the many ways women use makeup to represent themselves – however, whenever, and wherever they choose.”

The Experiment

On June 1, CoverGirl sent hundreds of people to vanity stations set up outdoors in Manhattan, and asked them to publicly apply their makeup. Next, they were interviewed about how culture has influenced their choices around makeup and how they express themselves, and what role beauty plays in their lives.

#ProjectPDA captures reactions and ignites the conversation around existing perceptions of beauty norms. The effort encourages people to use the hashtag to boldly share photos on social media of themselves applying makeup in public settings.

Why?

Wearing makeup can be an emotionally powerful and physically transformative tool for self-expression, yet it can often be trivialized, or even stigmatized. A recent study by IPSOS revealed that 75% of women surveyed wear makeup for themselves – not for anyone else – however, many feel that others care often judgmental.