L’Oréal Paris True Match Foundation: New campaign celebrates diversity

L’Oréal Paris has launched a new US campaign for its True Match foundation range. Called ‘Your Skin, Your Story’, it celebrates “the intrinsic worth and beauty of everyone,” the company said.

Built around the 33 shades of True Match, it “champions the unique mosaic of American beauty and L’Oréal Paris’ tenet ‘You’re Worth It’.”

It features a variety of people from an artist and artisan native to Nepal, to an American transgender model, actress and writer, a travel and food lifestyle blogger from Hawaii, and a Millennial male model of Caribbean descent, each of whom talk about their unique heritage and skin story.

The first piece of the Your Skin, Your Story integrated social, digital and TV campaign, aired as a commercial on Sunday during the Golden Globe Awards.

The campaign features a mix of well-known names (and faces) alongside less-well-known-but-interesting individuals. They include L’Oréal Paris global spokeswomen, actress Blake Lively, and models Lara Stone, Alexina Graham, and Xiao Wen Ju, with newcomers model Darnell Bernard and lifestyle influencer Cipriana Quann. Additionally, advocates for progress in body diversity, Sabina Karsson and Marquita Pring along with transgender model and trans rights activist Hari Nef are featured in the campaign.

The L’Oréal Paris True Match Foundation commercial was created by McCann New York and directed by Loic Maes and Jonathan Lia of Good Company.


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