NEW YORK, June 12, 2012 /PRNewswire/ -- After receiving world-wide international success with the launch of the online video "Go Beyond the Cover," starring Rick Genest, also known as Zombie Boy, Dermablend Professional, the #1 dermatologist recommended coverage brand, is pleased to continue its relationship with Genest, the brand's first-ever male model, as its official spokesperson.
Since its debut last October, the video has received over 15 million views and more than 650,000 shares on Facebook. The campaign won a grand prize for the digital category at the prestigious advertising CREA Awards in Montreal, two awards in the categories of Best Branded Viral Video and Best Art Direction during the third edition of the Bees Awards (the first international awards focused on social media) in San Francisco, as well as in the digital video category of the Brand Innovators award, which took place in New York City. "Go Beyond the Cover," was also picked as Mashable.com's most innovative viral ads of 2011.
Brilliantly executed, the video proves that you can't judge a book by its cover and shows the reverse process of covering up Genest's tattoos using Dermablend's Leg and Body Cover and Tattoo Primer. The video has a real shock factor since it opens with Genest's skin looking completely flawless and shows that without the Dermablend products, he is actually covered in tattoos.
"Rick has become a global icon because of his unique head-to-toe skeletal tattoos and Dermablend Professional is honored to have him as our official spokesperson," said Renee Mininni, assistant vice president of marketing for Dermablend Professional. "He is the perfect canvas to exemplify the flawless coverage that Dermablend Professional products provide."
"It's an honor to partner with Dermablend Professional and spread the important message that no individual should be judged based on appearance alone," said Genest, who first gained attention after appearing in Lady Gaga's video "Born This Way." "People are often too quick to judge a person based on outward appearances instead of realizing an individual's true character."
Dermablend is thrilled to see how this partnership will make the brand flourish and looks forward to the new exciting ideas and campaigns that are to come.
For 30 years, Dermablend Professional has been helping people put their best face forward with its line of coverage cosmetics. From tattoos to under eye circles to more serious skin conditions, Dermablend Professional provides an array of products that deliver reliable coverage.
"Go Beyond the Cover" can be seen at www.gobeyondthecover.com and on the Dermablend Professional Facebook page.
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.