A Moroccan state television channel thought it was "helping" victims of domestic violence, by encouraging them to tucking it away.
Appearing on a segment on the daily program Sabahiyat, on Channel 2M, makeup artist Lilia Mouline teaches women how to cover up the black and blue bruises of a beating.
Just sweep it under the rug, they seem to say, or under the concealer.
“We hope these beauty tips will help you carry on with your daily life”, Mouline said.
"Make sure to use loose powder to fix the makeup so if you have to work throughout the day, the bruises don't show."
The segment aired two days before the International Day for the Elimination of Violence Against Women.
Women in the country have issued a petition, demanding an apology and sanctions against the show and station.
"Do not cover domestic violence with makeup, condemn the aggressor!" the petition says.
The TV station has since apologized for the episode, posting a "clarification" on its Facebook page.
The segment was "completely inappropriate and has an editorial error of judgement in view of the sensitivity and the gravity of the subject of violence against women."
The makeup artist does not seem to think her demonstration was in fact normalizing domestic violence in any way.
"We are here to provide solutions to these women ... These women have already been subjected to moral humiliation and do not need to also have others looking at them," Mouline told Yabiladi.
"Makeup allows women to continue to live normally while waiting for justice."