Campaign details

Brand: True Match
Advertiser: L'Oréal Paris
Agency: McCann London

Summary

The UK market for foundation make-up was growing, but the True Match brand had been stuck in fifth place for three years. It aimed to attract 165,000 new customers and become market leader within a year. Conventional wisdom dictates that mass marketing should focus on the majority for the biggest returns. Unfortunately, this leaves minorities feeling ignored, especially in mass cosmetics. True Match saw an opportunity to recruit consumers who felt excluded from the category because of their skin tone, or the industry's ideas of beauty and functional messaging. Partnering with 23 diverse influencers - each with a True Match shade and personal story to share - the brand communicated it was suitable for every kind of face, for every shade. Mass media followed - all under a new L'Oreal end line: 'Because we're all worth it'. The brand's value share leapt into first place, further increasing its lead in Year 2. Estimated short-term revenue ROI was £2.90 for every £1 invested, and the strategy was rolled out to 15 countries.

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