L'Oréal hails skin tone (and gender) diversity in foundation campaign

L'Oréal Paris has launched a major campaign, #YoursTruly, to promote its new True Match Foundation range - a set of 23 shades that the brand says matches 98% of skin tones across all ethnicities.

The campaign, created by McCann London, includes 23 individual videos starring a collective of celebrities and influencers, each representing one of the 23 shades.

For the first time for L’Oréal, one of these is a man: makeup artist and beauty blogger Gary Thompson. The 22 women include longstanding L’Oréal spokeswoman Cheryl Fernandez-Versini (formerly Cole), model and campaigner Katie Piper, and fitness guru AJ Odudu.

In each film, the subject discusses their relationship with their skin and appearance, and the role makeup has played in their lives.

An edited spot is appearing on TV and in cinemas, with all 23 individual videos on the L’Oréal Paris UK YouTube channel.

L’Oréal Paris UK general manager Adrien Koskas said: "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." 

Lisa Conway, managing partner at McCann London, said: "It’s remarkable that over half of British women haven’t yet found their right shade, especially when this has such a huge impact on self-confidence.

"This campaign, with our diverse group of 23 ambassadors, will highlight the widest shade range available within the mass market to ensure that every woman can now find her True Match."

The creative lead for McCann on the campaign was Regan Warner. Itw as directed by Fabien Constant for production company Storner.