Zombie Boy Goes Beyond the Cover

Dermablend Professional and Zombie Boy Go Beyond the Cover

Trusted coverage brand asks viewers to look beyond first impressions with new online video campaign (Tweet this)




NEW YORK, N.Y., October 20, 2011 /PRNewswire/ — Do you judge a book by its cover? That’s what Dermablend Professional, the #1 dermatologist recommended coverage brand in the U.S., is asking with its newest online video campaign, “Go Beyond the Cover.”

For this initiative, Dermablend Professional recruited Rico Genest, also known as Zombie Boy, the 26-year-old model and fashion muse best known for his head-to-toe skeletal tattoos. Genest gained attention after appearing in Lady Gaga’s video for “Born This Way,” as well as walking the Thierry Mugler runway in Paris, to name a few. His notoriety and unique appearance have also earned him a cult Facebook following.

To create the “Go Beyond the Cover” message, Dermablend Professional teamed with Tuxedo Agency to produce a video featuring Zombie Boy. During the shoot, a team of makeup artists applied Dermablend Professional Leg and Body Tattoo Primer and Leg and Body Cover to completely cover Zombie Boy’s tattoos on his head, neck, chest, stomach and arms. In the video, a completely tattoo-free Genest slowly rubs away the Dermablend Professional product to reveal the tattoos that lie beneath. The video, as well as behind-the-scenes footage revealing the makeup application and Genest’s reaction to seeing himself without tattoos, can be seen at www.gobeyondthecover.com and on the Dermablend Professional Facebook page.

The message? Don’t judge a book by its cover. As the “Go Beyond the Cover” video makes abundantly clear, what appears to be real at first glance isn’t necessarily the case. People are often quick to judge a person based on outward appearances instead of looking beyond to discover the individual’s true character. As the video depicts, it’s easy to transform one’s image with just a few swipes of a makeup sponge, yet we need to be inspired to discover who that individual really is. It’s important to remember to always look beyond what’s on the outside.

For 30 years, Dermablend Professional has been helping people put their best face forward with its line of coverage cosmetics. From tattoos to undereye circles to more serious skin conditions, Dermablend Professional provides an array of products that deliver reliable coverage.

“In this ‘Go Beyond the Cover’ video featuring Zombie Boy, his appearance was masked using just a few Dermablend Professional products,” said Renee Mininni, assistant vice president of marketing for Dermablend Professional. “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. Dermablend Professional provides products for those seeking coverage and it will do the trick flawlessly but be inspired to go beyond the cover.”

Dermablend Professional can be purchased at Macy’s, Ulta, Dillard’s and also at select Lord & Taylor, Bon Ton, Carsons and Boscovs locations, and online at www.dermablend.com.

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