Beauty retailer Sephora Italia, known for championing self-expression, launched a campaign that raises awareness about the early signs of gender-based violence, which can take the form of preventing a woman from wearing makeup.
The campaign highlights controlling behavior in relationships, aiming to help individuals recognize abusive patterns and seek support from the Pangea ETS Foundation, a nonprofit organization dedicated to uplifting the social and economic development of women.
The "Getting Ready" campaign, developed in collaboration with creative agency LePub Milan, focuses on the often-overlooked harmful psychological effects that manifest through controlling behaviors in intimate relationships.
While physical violence often dominates conversations about gender-based violence, the campaign seeks to draw attention to the first, often invisible, signs of abuse — especially those linked to how women present themselves.
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Fenisia Cilli, marketing director at Sephora Italia, shared how “Getting Ready” sheds light on the psychological violence that goes unnoticed:
“For years, Sephora Italia has been supporting a collective awareness-raising process with the aim of building a society in which all women of all ages feel safe and free to express themselves, without fear of judgement or abuse.
We do this in a very concrete way alongside Pangea ETS Foundation, to offer support to all women victims of violence, with protection and new opportunities.”
"Getting Ready" reflects a larger societal shift toward acknowledging the nuances of gender-based violence.
LePub's approach in this campaign aims to empower women to put a stop to early signs of abuse before it escalates.
Working with reputable creative agencies plays a vital role in raising awareness about issues like gender-based violence through the use of impactful storytelling and visual communication.
When Violence Doesn't Look Like Violence
"Getting Ready" is a powerful 45-second spot that makes a lasting impression, beginning with a young woman energetically preparing for a date.
She sets the mood with music and faces the mirror as she applies makeup.
With a playful smile, she ties her hair into a ponytail, then applies blue eyeshadow, slips into shimmering pants, and dances joyfully to the beat.
She changes into another outfit, still enjoying herself and fully immersed in the moment.
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But the mood shifts when she notices a car pull up outside, and she quickly changes into a simple shirt, jacket, and jeans while wiping the makeup off her face.
She steps outside, gets into the car, and the man in the driver’s seat greets her with a kiss.
The spot ends with a powerful message on the screen: "Controlling someone's makeup is abuse, too. At first, violence doesn't look like violence."
As societal awareness grows, an increasing number of brands are focusing on supporting meaningful causes.
Previously, Johnson & Johnson released an impactful short film that addresses the emotional struggles of severe depression and emphasizes the vital role caregivers have in the healing journey.
