Makeup Artist Uses YouTube to Shed Light

Self-taught makeup artist Lauren Luke is well known on YouTube for cheerfully demonstrating how to achieve  popular makeup looks. She has over 430,000 followers on her video channel, and her posts get views in the millions. But Luke decided to do something different with her latest video – bring some attention to the very serious issue of domestic violence. Her July 1^st video, “How to look your best the morning after,” showed Luke beaten and battered, performing a mock tutorial on how to cover up fresh bruises with the proper foundation. She even goes in to the specifics of covering up injuries from "getting pushed against a coffee table" and instructing viewers to wear their hair down for more coverage. Throughout the video, Luke remains nonchalant until she hears the door and quickly turns off the camera. The controversial video ends with onscreen copy that reads: "65% of women who suffer domestic violence keep it hidden. Don't cover it up."

Luke’s injuries weren’t real, but her message certainly was. London agency BBH selected Luke to create the PSA to reach the many women who regularly look to her for makeup tips. Luke said she felt a personal attachment to the project from being in an abusive relationship herself. The makeup artist told AdWeek:

“The bruising on my face for the video wasn't real, but my emotions in that video were. I had a bad experience in the past with a previous boyfriend. He never physically hurt me but I did sometimes fear what would happen next if I said the wrong thing. He could be overprotective and embarrass me in front of my work colleagues or friends because of his aggressive behavior. Sometimes it was like living with a volcano which could erupt at any second—I felt I was walking on egg shells just to keep him from exploding and smashing something across the room.”

The issue of domestic violence is one that shouldn’t be swept under the rug, and I’m glad to see agencies like BBH – and women like Luke – stepping up to the plate to take on the issue of raising awareness. According to the Domestic Violence Resource Center, between 600,000 and six million women are victims of domestic violence each year. One in four women (25%) has experienced domestic violence in her lifetime, and women between the ages of 20-24 are at the greatest risk of nonfatal intimate partner violence. Unfortunately, magazines sometimes go so far as to glamorize domestic violence by featuring spreads with models made up to appear bruised and beaten. Absolutely appalling! It’s great to see Luke using a beauty outlet to bring attention to the all too common horrors of domestic violence. I hope more celebrities and YouTube personalities will get on board with this cause.

The PSA that Luke posted also includes a URL for her "Don't Cover It Up" campaign, as well as a Twitter hashtag, “#dontcoveritup.” Click over to the Refuge website for more information.

Need help? In the U.S., call 1-800-799-SAFE (7233) for the National Domestic Violence Hotline.