Maybelline created the first multi-plataform self makeup course for the visually impaired. A totally accessible website (with versions for desktop and mobile), where women could learn the main topics of makeup through 19 audio lessons. The lessons were also available on iTunes Store, in English and Portuguese. Everything 100% free of charge. This was only made possible with a huge teamwork effort by the experts in accessibility and makeup artists.

After 6 months of research, we developed the content of the course. The next phase was to develop the website, where the agency and accessibility specialists worked together to put the course on the air in the easiest way for the visually impaired. When we launched it, we called the Maybelline poster girls and proposed a challenge: #ChallengeInTheDark - a game where they had to apply their make up with the lights out, putting themselves in the place of the visually impaired. When they posted their results and challenged their friends/fans, people began posting their own videos on Facebook, Instagram and Youtube. This made the project reach people from dozens of countries around the world.

More than 40 countries reached.

9min21s was the average time spent on the website.

479 videos for the #ChallengeInTheDark (#DesafioNoEscuro) - 3.4 million views (zero media investment).

More than 3 million lessons heard.

And most important: independence and self-esteem for visually impaired.