L'Oreal launches diverse new campaign

By

Kate Dingwall

Published
Jan 10, 2017

L'Oreal has just unveiled its newest ad campaign, promoting the 33 shades of its True Match foundation. The brand has chosen a variety of change-makers and young creatives to front the diverse new campaign that is aimed at appealing to both men and women of all backgrounds and body types.

Fronting the campaign is a selection of models, actresses, artists and influencers that come from a variety different backgrounds. Transgender activist and model Hari Nef, actress Blake Lively (who has fronted campaigns for the beauty giant in the past), model Xiao Wen Ju, and plus sized models Marquita Pring and Sabina Karlsson, are some of the more well-known faces chosen for the print and video campaign. Also chosen to promote the foundation in the ads are more unconventional spokesmodels, like a traditional artisan from Nepal, a Hawaiian food blogger, and even a young Caribbean male.

L’Oreal chose such a diverse spectrum of faces to promote the product to really focus on the “Your Skin, Your Story’ tagline of the True Match foundation, as well as the “You’re Worth It” mantra of L’Oreal. The campaign is aimed at making consumers, both male and female, feel comfortable in their own skin.

L’Oreal isn’t the first heavy-hitting beauty brand to choose a male to star in a cosmetic campaign; just days ago Maybelline brought in a male beauty blogger as its newest mascara spokesperson. In late 2016, CoverGirl made headlines around the world by choosing teen make-up artist Charles Jeffrey as the face of CoverGirl’s new ads.