This story first appeared in the December 13, 2013 issue of WWD. Subscribe Today.
During his keynote address at the 2012 WWD Beauty CEO Summit, L’Oréal’s Jean-Paul Agon showed a video of Zombie Boy Rick Genest, whose entire body is covered in tattoos save 12 inches of blank space, receiving a makeover compliments of Dermablend, completely eradicating any trace of markings on his body so that he could visit his grandmother. The audience was mesmerized—and so was the public, with the video racking up more than 22 million views on YouTube. This year, the brand upped the ante with an app, Uncover Zombie Boy. Free to download, the app uses 3-D technology to tap each tat and unveil the story behind it (plus what Dermablend product can be used to cover up the ink). To engage consumers and further the message of “Don’t judge a book by its cover,” the app also enables users to upload a picture of themselves to see what they would look like with Zombie Boy’s tattoos and enter a contest to win a trip to New York Fashion Week. Since its launch in August, the app is slated to hit 10,000 downloads by the end of the year, proving this is one idea that’s alive and kicking.