According to the Colour Blind Awareness NGO, 1 out of 12 men cannot see the color red due to color blindness. When the spouses of these men wear a red dress, red shoes, or even red lipstick, the men perceive these colors as brown, ochre or even purple.  That’s why McCann Mexico, together with L’Oréal Paris, gave the spouses of select color-blind men the opportunity to have an unforgettable experience and discover red for the first time with L’Oreal’s lipstick brand Color Riche.  The women participating in the project enjoyed a makeover that used one of the red colors of the Color Riche Pure Reds lipstick collection from L’Oréal Paris. The color-blind men watched a video projecting their spouse’s lips in red. Then the men were given a pair of special glasses with Enchroma® technology that allowed them to see red for the first time--on the lips of the women they love. Following that moment, the screen where the video was being projected turned around to reveal all of the women in the project, who stepped forward to surprise their men—and show-off their red lips--up-close. The action was documented in a video launched on March 8th, across L’Oréal Paris’s social networks in Mexico. The social activity asked women to share their red lips with the hashtag #EsteEsMiRojo (#ThisIsMyRed).