Campaign details
Brand: True MatchAdvertiser: L'Oréal ParisAgency: 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...