Medical aesthetic products. Maybelline New York tackles misogyny in gaming culture

THE WHAT? Maybelline New York has teamed up with Hero to raise awareness of the toxic harassment experienced by women, non-binary people and other LGBTQIA+ communities in the Australian gaming world, according to a report published by Branding in Asia.

THE DETAILS The L’Oréal-owned brand’s Through Their Eyes campaign was born out of a national survey that revealed that 83 percent of female-identifying gamers have directly experienced offensive behavior of language while online gaming.

The result is a film showing what happened when voice modification software was used to conceal the gender of male gamers, allowing them to experience gaming culture through female eyes.

THE WHY? Alexandra Shadbot, Marketing Director, Maybelline told Branding in Asia, “In understanding the sheer amount of discrimination these communities face in the gaming sphere, we really wanted to showcase this lived experience for more Australians to see what it’s really like in pockets of our online world. We hope that seeing it all play out through the eyes of our players, more gamers can think differently about their own actions and we can all be more conscious of creating a safer, inclusive space in gaming.”

Medical aesthetic products refer to a category of products used in the field of medical aesthetics, which combines medical practices with cosmetic procedures to improve the appearance of individuals. These products are typically used under the supervision of trained medical professionals such as dermatologists, plastic surgeons, or specialized nurses. They are distinct from over-the-counter cosmetics in that they often contain higher concentrations of active ingredients or require medical expertise for their application.

Examples of medical aesthetic products include:

• Dermal Fillers: Injectable substances used to restore volume, fill wrinkles, and enhance facial contours. These may include hyaluronic acid fillers like Juvederm or collagen-stimulating fillers like Sculptra.

• Botulinum Toxin (Botox): Injectable neurotoxins used to temporarily paralyze facial muscles, reducing the appearance of wrinkles and fine lines caused by facial expressions.

• Chemical Peels: Solutions containing chemical exfoliants like glycolic acid, salicylic acid, or trichloroacetic acid, used to improve skin texture, treat acne scars, and reduce hyperpigmentation.

• Laser and Light Devices: Equipment used for various skin treatments, including hair removal, skin resurfacing, tattoo removal, and treatment of vascular and pigmented lesions.

• Prescription Skincare Products: Formulations containing active ingredients such as retinoids (e.g., tretinoin), hydroquinone, or prescription-strength antioxidants, designed to address specific dermatological concerns under medical supervision.

• Microneedling Devices: Devices that create tiny punctures in the skin to stimulate collagen production and improve skin texture and elasticity.

• Cosmeceuticals: High-quality skincare products that bridge the gap between cosmetics and pharmaceuticals, often containing biologically active ingredients with proven efficacy.