A make-up artist with a huge online following of teenagers and young women is fronting a new video campaign against domestic violence.
Lauren Luke is seen trying to cover up bruises with foundation. The viewer is led to believe they have been inflicted by an abusive partner.
It appears alongside her make-up tutorials on her YouTube channel .
Ms Luke , who lives in the north of England, became an internet phenomenon five years ago. Her videos have had more than 140 million views.
"The bruising on my face for the video wasn't real but my emotions in that video were because I had a bad experience in the past with a previous boyfriend,” said Ms Luke.
"He never physically hurt me but I did sometimes fear what would happen next if I said the wrong thing.
"He could be overprotective and embarrass me in front of my work colleagues or friends because of his aggressive behaviour.
"Sometimes it was like living with a volcano which could erupt at any second - I felt I was walking on egg shells just to keep him from exploding and smashing something across the room."
Lisa King from Refuge , the group behind the campaign, said: "We're not suggesting by any stretch of the imagination that make-up should be used as a way to cover up domestic violence.
"We want women to know that whatever form of domestic violence they are experiencing - be it the physical or emotional, financial or sexual, any form of control whatsoever - there are organisations available to provide help and support. Refuge is one of those.
"Domestic violence is the number one issue affecting women in this country. One woman in four will experience physical violence at some time in her life, so few people know that.
“Very few know that two women a week lose their lives because of domestic violence so there is still a great deal of misunderstanding and lack of understanding."
Sam Billingham, who escaped an abusive relationship six years ago, is backing the campaign.
"I think it's a really powerful campaign, it's helpful in the fact that people can actually see the physical side of domestic abuse with the bruises," she said.
"But I still think it's a shame women and young girls feel the need to cover it up.
"I'd urge anyone to do the opposite; not cover up and tell someone they can trust about what they're going through - they shouldn't suffer on their own”.
Sam, from the West Midlands, suffered three years of mental and physical abuse.
She credits her daughter, Tegan, with giving her the strength to escape.
"My daughter, she is a little lifesaver," said Sam, 32.
"She was about 10 months old when he slapped me for the very last time and I was holding her, and he slapped me, and I was just really frightened that if he'd have missed me and hit her - the consequences just don't even bare thinking about really, so for me that was my wake up call.
"Without Tegan I would have stayed, without a shadow of a doubt, in the relationship, but in all honesty I don't think I'd be sitting here today if I'd have stayed. In time I think he would have killed me."
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