L’Oreal features man in #YoursTruly cosmetics campaign celebrating diversity
First Women Exclusives · August 30, 2016
L’Oréal Paris embraces diversity with “all worth it” tagline
L’Oreal Paris has launched a new beauty campaign and, in a first for the brand, it features a man. The #YourTruly ad promotes the brand’s new True Match foundation range, which offers 23 different shades to match different skin tones.
This comes after the company found that 61 per cent of women in the UK said they had not been able to find their foundation match, while ethnic minorities said they often end up paying 70 per cent more for foundation. L’Oreal claims its True Match foundation addresses these issues matching up to 98 per cent of UK skin tones across all ethnicities.
The campaign involves 23 individuals, both celebrities and influencers, each representing one of the 23 shades. The man featured is makeup artist and beauty blogger Gary Thompson, who talks about embracing who he is. The 22 women include established L’Oréal ambassador Cheryl Fernandez-Versini, fitness expert AJ Odudu and model and campaigner Katie Piper.
To round off its message of inclusion, L’Oréal changed its long-standing ‘Because you’re worth it’ tagline to ‘Because we’re all worth it’. In each film, the individual discusses their skin, appearance, and makeup. The campaign, created by McCann London, will appear on TV, in cinemas and on social media, with all 23 individual videos available on the L’Oréal Paris UK YouTube channel.
L’Oréal Paris UK general manager Adrien Koskas said: “L’Oreal Paris UK are both proud and excited to be launching such a unique and diverse campaign. With each true story being as unique as the shade that they represent, the #YoursTruly campaign is a declaration of equality and diversity for the L’Oréal Paris brand.
“I’m worth it, you’re worth, we’re worth it. Our taglines have developed over time but we think it’s all the same message whatever we do, to bring beauty to as many people as possible.”
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