L'Oréal Paris True Match: How it Pays to Stand Up for Diversity

This case study explains how L'Oréal Paris, a cosmetics brand, tackled the lack of diversity within foundation shades by turning its harshest critics into its biggest advocates in the UK.

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...

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