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


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.

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