Campaign details
Agency: McCann London
Summary
For years, influential UK bloggers had criticised the lack of diversity in mass foundation shades. However, no brand had stepped up to the challenge because with a population that's still 87% white, it just didn't make business sense.
L'Oreal's True Match already had the largest range but was languishing in 5th position behind brands with fewer shades. Despite this, in 2016 they added two darker shades, taking them to a total of 23. An admirable move, but not enough to drive the business.
Our brief was to celebrate the increased range...