Covering up: The self-taught makeup artist, Lauen Luke, usually gives her YouTube subscribers cheerful tips on how to create a smokey eye, but this time the 30-year-old appeared visibly battered on camera
Make-up how-to: In a mock tutorial titled How To Look Your Best The Morning After, Lauren Luke demonstrates how to cover up fresh facial bruises and cuts, an effort aimed at raising awareness of domestic violence
Beauty influence: London agency BBH handpicked Ms Luke for the PSA in the hope it would reach her 439,8930 YouTube subscribers, and many other women who routinely seek out her online content
Powerful images: Ms Luke has used her own experience and industry pull to send a poignant visual message that clearly resonates with women worldwide
Personal experience: Ms Luke told AdWeek she had a personal attachment to the project, after being in an abusive relationship herself
Comedy for a good cause: Using sarcasm, the video aims to engage viewers in a topic usually reserved for severe and grave discussions
Accessorise: Although the bruises are fake, the PSA video made in collaboration with UK based Refuge, aims to send a clear message to women worldwide: 'Don't cover up domestic violence'
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