Campaign details
Brand: True MatchAdvertiser: L'Oreal ParisAgency: McCann LondonCountry: United Kingdom
Countries in which effectiveness was proven
Ireland & United Kingdom.
Campaign background
The UK and Ireland are diverse but foundation shades aren't
This is unacceptable.
Quite rightly, beauty bloggers were getting angry about it.
The almighty blogger, the key to PR and indirect sales had turned against the €190 million mass foundation market for not having shades. Social media had been buzzing for years and newspapers were fuelling the fire:
- 2013: "I'm a Black Woman and I Just Want a Damn BB...