L'Oréal Paris has changed its tagline from "Because you're worth it" to "Because we are all worth it" in a campaign celebrating diversity.
The ad promotes the brand’s new True Match foundation range, which covers 23 different tones and claims to match 98% of UK skin tones. "#YoursTruly" features 23 ambassadors for diversity, such as model and campaigner Katie Piper, fitness vlogger and TV host AJ Odudu, and singer and longstanding brand spokeswoman Cheryl Fernandez-Versini. It also includes the first man to ever star in a mass-market cosmetics ad.
The campaign is running across TV, cinema, social media and online platforms. It was created by Robert Brown and Regan Warner at McCann London and directed by Fabien Constant through Storner.