Campaign asks women to forgo makeup

(WTNH) -- A statewide campaign is asking that women forgo wearing makeup.

A woman's self image is the driving force of the 'Girlcott' movement. Body image and self esteem can affect a woman from eating disorders like anorexia to mental health.

Beauty and fashion sells, it's a multi-billion dollar industry.

However, critics say it can lead to insignificant attention, like what First Lady Michelle Obama wore to the Democratic convention.

Enter the statewide movement: Girlcott .

"It's to ask ourselves, how we judge each other, how we think about each other and how intolerant we are of how each other looks," said Mala Matacin, University of Hartford psychology professor.

Organizers and supporters gathering on the front steps of the Charter Oak Cultural Center kicked off the campaign, which includes encouraging women to go makeup free in the month of March of next year.

This is all to raise awareness of how issues like body image, self esteem, and gender roles can have a negative impact.

"It's complex. It has to do with families, it has to do with our culture and the interesting thing, the American culture has the highest incidences of eating disorders," said Maticin. "Women are not happy in our culture."

The young women kicking off the campaign have a realistic view of stepping out without makeup.

"For me it enhances my natural beauty," said Kimberly Lindo, University of Hartford. "I feel like I'm already beautiful as it is, so when I put on makeup it's to be that oomph, that I get when I put it on."

"I do have days without makeup and people will be like, oh you look so tired or this or that," said Melissa Simone, University of Hartford, "so I am being judged whether or not I'm judging myself."

Those who take part in not putting on makeup next March will donate the money usually spent on cosmetics to organizations benefiting women and girls.

"This is not to dictate to any woman what she should do," said Rabbi Donna Berman, Charter Oak Cultural Center Executive Director. "It's just to start conversations and bring consciousness because a lot of people wear makeup, a lot of people do a lot of things in society because they've always done it or their mothers did it or their grandmothers did it. We want people to start talking about it, asking themselves is this something I want to do and what is the impact on me."

There are more Girlcott events scheduled leading up to the makeup free month, including related discussions and lectures and an exhibit of high profile women photographed without their makeup.