In order to celebrate the 23 shades of True Match, L’Oreal Paris UK partnered with 23 leading UK beauty influencers – including the first ever man to feature in a L’Oreal make up campaign. Within the mix was A-List pop star Cheryl, TV-presenter and charity campaigner Katie Piper, as well as top British beauty bloggers Emily Canham and Kaushal. Each influencer tells the story behind their relationship with True Match, with their story of what diversity and being true to themselves really means to them.
Consumer responses were overwhelmingly positive, with many consumers reaching out to share their embracing of diversity within make up.
“Changing the face of the brand to consumers was a crucial part of the campaign” said General Manager, Adrien Koskas. “It generated a positive sentiment with our consumers”.
The press has also recognised the campaign as step-changing, with the Telegraph online stating “L’Oréal Paris’ latest campaign breaks down racial barriers in beauty” and the Mail Online recognising the campaign as an industry first - “Beauty blogger who encourages other men to wear makeup becomes the first ever male star of a cosmetics campaign – and poses alongside Cheryl”.
As the world’s biggest cosmetics company, Adrien Koskas recognises the brand’s ability to drive change “As the biggest beauty brand in the world, it is our responsibility to drive attitude changes in the industry. Through this campaign, we are changing what the beauty industry is about: the inclusivity of beauty, the connection of beauty, as well as the way we portray women – and men.”