We discovered that finding the right foundation isn’t just a problem for darker skin, it's a problem for ALL skin tones. But having a wider shade range was only half the story. To truly resonate, our ambassadors and the role they played needed to be as groundbreaking as our new shade offering.

BIG CREATIVE LEAP: WHAT IF WE TURNED OUR HARSHEST CRITICS INTO OUR BIGGEST ADVOCATES?

We invited 23 UK influencers, each with a powerful story and following, to represent our shade range and capture the imagination of the full spectrum of society.

The big idea for True Match: 23 shades, 23 stories

With these diverse influencers, we captured 23 stories to celebrate the feeling of finally finding your True Match shade, whilst making a big brand statement to drive emotional connection: that We Are All Worth It, whoever we are, wherever we’re from and whatever our skin tone.

IMPLEMENTATION:

Being seen in the right places, on the right online platforms, was everything. In partnering not just with a few, but with 23 diverse influencers (one for every shade), each with a huge following within their own community, we had a voice in every social circle: from fashion and beauty bloggers, to business women, to inspirational speakers.

TIMELINE, PLACEMENT & SCALE:

The campaign launched with a social media road-block across Instagram, YouTube, Twitter and Facebook with simultaneous posting by all 23 influencers, to all of their 19 million followers about the most diverse campaign yet – taking the beauty world by storm. We then used TV and cinema to take the highlights to the masses.

SOCIAL MEDIA REACH & ENGAGEMENT:

With our 23 influencer road-block we reached millions before paid media kicked in:

• 12 million via Instagram

• 7 million via YouTube.

• 460 posts in 72 hours.

• 8.6 million views

• 66 million impressions

Our programmatic approach and Cost Per Completed View smashed benchmarks: 3x higher and 63% lower respectively.

Overall campaign sentiment: 93% positive/neutral.

Example responses:

@lovefromcharly: “FINALLY. Well done @LOrealParisUK. The #YoursTruly campaign is perfect.”

@Bamblingofnafy: “In today’s world, it is wonderful to see a campaign as diverse & inclusive as this”

@MixedGemsBeauty: “The best beauty campaign I’ve seen in some time. Hugely inspired by this.”

@Shaheena_J: “The most revolutionary makeup campaign ever.”

SALES/BUSINESS TARGETS:

We surpassed all expectations achieving 10.2% value market share, taking us from 3rd to 1st. We set out to achieve a 30% sales increase, but actually achieved an incredible 39% increase.