How L'Oréal Paris UK True Match climbed to No.1 by making everyone feel 'Worth it'

L'Oréal Paris, a beauty brand, increased its UK range of foundations to 23 shades to promote a more diverse and inclusive approach to beauty.

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...

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