# Beauty Tutorial PSAs The 'Don't Cover it Up' Video is Powerful By Courtney Scharf | Published 2012-07-04 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/dont-cover-it-up References: [refuge.org.uk](http://refuge.org.uk/lauren/) & [youtube](http://www.youtube.com/watch?v=d-XHPHRlWZk&feature=player_embedded) Highlighting the issue of [domestic abuse](https://www.trendhunter.com/trends/aid-to-cart) in an incredibly creative way, the 'Don't Cover it Up' video is an alarming call to action. The organization behind this stunt is Refuge, a hotline and support system for those facing issues of violence at home. Lauren Luke, the woman featured in the video, is actually a very popular personality on [YouTube](https://www.trendhunter.com/trends/first-aid-information-shelves), known for her [makeup tutorials](https://www.trendhunter.com/trends/il-pranzo-campaign). This tutorial, however, featured Lauren made up as a victim and teaching her viewers how to cover up their bruises from domestic altercations. The entire video plays out in a very matter-of-fact way. Interestingly, it doesn't become clear that this is a PSA until the very end of the clip. Already getting much attention on the blogosphere, this was an ingenious move that is sure to help raise awareness. ## Trend Insights (Trend Hunter) - Score: 3.6/10 - Popularity: 31% | Activity: 70% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Internet](https://www.trendhunter.com/internet) ## Key Themes ### What's Driving This Trend - **Domestic Abuse Awareness:** The trend of creating thought-provoking content like the 'Don't Cover it Up' video presents an opportunity for companies to help raise awareness of domestic violence and support services. - **Using Social Media Influencers for Social Good:** The trend of popular YouTubers like Lauren Luke using their platforms for social good presents an opportunity for companies to collaborate with influencers to promote social causes. - **Creative Psas for Social Issues:** The trend of creating creative PSAs for social issues presents an opportunity for companies and organizations to leverage creative marketing strategies to increase awareness and engagement around important social causes. ### Who This Affects Most - **Beauty Industry:** The Beauty industry can work with organizations like Refuge to create products and campaigns that help empower victims of domestic abuse and raise awareness on the issue. - **Social Media Industry:** The Social Media industry can leverage popular influencers and content creators to spread awareness about social issues and promote support systems for victims of domestic abuse. - **Non-profit Industry:** Non-profit organizations like Refuge can utilize creative marketing strategies to increase awareness and engagement around important social causes like domestic abuse while also promoting their services to victims. ## Related on Trend Hunter - [Mock Social Good Fashion Ads](https://www.trendhunter.com/trends/not-models-own.md) - [Empowering Skincare Campaigns](https://www.trendhunter.com/trends/skincare-campaign-1.md) - [Abuse Awareness Beauty Initiatives](https://www.trendhunter.com/trends/abuse-awareness-1.md) - [Anti-Gender Violence Campaigns](https://www.trendhunter.com/trends/antigender-violence-campaign.md) - [Anti-Domestic-Violence Campaigns](https://www.trendhunter.com/trends/neighbours-friends-and-family.md) - [Mental Health-Protective Films](https://www.trendhunter.com/trends/cost-of-beauty-a-dove-film.md) - [Branded Anti-Harassment Initiatives](https://www.trendhunter.com/trends/paywall-down-campaign.md) - [Female Empowerment Campaigns](https://www.trendhunter.com/trends/enough.md) - [Educational Valentine's Campaigns](https://www.trendhunter.com/trends/language-of-love.md)