L’Oréal has included a man in a campaign for foundation, and has evolved its ‘Because you’re worth it’ to ‘Because we’re all worth it’ to highlight diversity.
The campaign, #YoursTruly, will be featured in cinemas, on TV and across social media and includes the tagline ‘celebrate diversity’. Cheryl Fernandez-Versini, Katie Piper and a number of influencers and bloggers are featured, along with L’Oréal’s male blogger and makeup artist Gary ‘The Plastic Boy’.
The beauty brand decided to run the campaign after it conducted a survey to find that 61% of UK women have not been able to find a foundation match. In addition it was found that ethnic minorities often pay up to 70% more for foundation. L’Oréal claims that its TrueMatch foundation can match 98% of skins tones in the UK.
Speaking to Marketing Week, Adrien Koskas, general manager at L’Oréal Paris UK, said: “We are very aware that the cosmetics market is growing and that more guys are using makeup and making makeup blogs. This campaign shows we are listening to everybody, different characters with very different stories.”
“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.”
See the full campaign video below.