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This Ordinary Makeup Tutorial Video Is Actually a Domestic Violence PSA

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British beauty vlogger Lauren Luke (pictured), who has created a series of popular how-to videos on YouTube, has a new one entitled "How to look your best the morning after." But this isn't about hangovers. Instead, Luke appears at the beginning of the clip with a black eye and cut lip. Without any context, she announces that this video will be about how to cover up injuries. As she applies thick foundation, she talks about techniques for masking choke marks and how to position your hair to cover facial injuries. In other words, this isn't your typical celebrity makeup tutorial.

Luke's video was made in partnership with Refuge, a UK-based organization that helps women and girls who have been victims of domestic violence. Refuge admits that the video may have been a controversial choice, but they think the unconventional approach helped people talk about a topic otherwise kept secret.

On YouTube, most of the comments have been positive. "This was totally shocking, heartbreaking and 100% convincing," one wrote. "I just thought it was gonna be another make up? video and I was shocked.... That's really clever and definitely got it through to me. So powerful!" added another.

At HuffPo, the comments were slightly more mixed, with a few people pointing out that men are victims of domestic violence as well and accusing Refuge of pushing "a feminist agenda." But other responses were more encouraging, such as the woman who wrote "Powerful video. To say it is 'good' would be wrong. The fact a video like this is even necessary, is tragic."

What do you think? Is this a clever way to call attention to issues of domestic violence or a cheap gimmick? You can use the hashtag #dontcoverup to respond to Refuge and weigh in.
· Refuge UK [Official Site]