Dermablend, best known for its dermatologist-recommended coverage cosmetics, boasts its ability to successfully conceal everything from undereye circles to more serious skin conditions. To prove it, the brand launched an online video campaign in which it has done the seemingly impossible by rendering Rick Genest, aka Zombie Boy, virtually unrecognizable.
Genest, the 26-year-old model and fashion muse who is covered in head-to-toe skeletal tattoos, gained notoriety after appearing in Lady Gaga's video for "Born This Way," as well as walking the Mugler Fall 2011 runway show in Paris. He has since gained a cult-like following.
Dermablend's "Go Beyond the Cover," produced in collaboration with Tuxedo Agency, shines quite a different light on the model. The video begins with a seated, shirtless Genest sporting his signature piercings but nary a tattoo in sight. As he begins to rub away the product on his skin, the tattoos underneath become more and more visible until the full transformation manifests itself -- and at last, Zombie Boy appears in his natural, tattooed state.
"The point that we hope to drive home is that sometimes we catch ourselves judging an individual based on appearance alone, but appearances can be easily changed," said Renee Mininni, assistant vice president of marketing for Dermablend. "[We] provide products for those seeking coverage, and it will do the trick flawlessly -- but be inspired to go beyond the cover."
The video can be seen at www.gobeyondthecover.com and on Dermablend's Facebook page.