“Because we are all worth it.”
Make-up is an integral part of any human’s (yes, that includes men!) life. A flawless, quality, yet affordable, foundation that perfectly matches your skin tone is a life partner – if you can find one. L’Oréal’s True Match foundation range shows the beauty in diversity, and wants you to embrace your remarkable imperfections.
The struggle to find the correct foundation shade has been real for many. This is especially true for those of us more blessed in the melanin department. Many beauty companies just never seem to get it right. Brands struggle to comprehend that not everyone has the complexion of sand. The “darkest shade” for many foundation ranges is still 13 shades lighter than a Lupita Nyong’o or a Gabourey Sidibe.
Finally! L’Oréal has decided to answer the call for greater diversity in the beauty industry as a whole with the L’Oréal True Match Foundation range. With the widest range of foundation shades, 33 to be exact, anyone and everyone can find their True Match. Unfortunately, many of us have no idea how to choose the correct shade for our skin tones, and we end up looking like our face and body are two separate entities: L’Oréal comes to the rescue again. They created a feature on their website to determine your unique skin tone; helping you to identify your undertone by comparing your skin to that of real people, and leading you to your True Match.
L’Oréal is also breaking down gender stereotypes with the True Match Foundation ad campaign. Gary Thompson, otherwise known as “The Plastic Boy” is a make-up artist and beauty blogger, well-known on social platforms like YouTube and Instagram. Gary is a brand ambassador for L’Oréal, reflecting that not only is L’Oréal aware of changing social norms, but also trends on social media. They are listening to their consumers, and working hard to relate to them.
Another intriguing aspect of this product is the honesty and sincerity in the promotion of it. The campaign is straightforward and sincere. The models used in the campaign, from the YouTube videos to the website, are not models at all – they are everyday men and women, with imperfections and insecurities – but that is what makes this campaign so impactful. It focuses on the beauty found in diversity and body positivity, instead of setting impossible beauty standards and sending the subliminal message that “average” people are not good enough. L’Oréal states that “we are all worth it”, further reinforcing the diversity and inclusivity of the True Match ad campaign.
The campaign is not highly glamourous, but rather places emphasis on the organic beauty that each person possesses. It is more emotional than factual, and seeks to inspire every person to love, appreciate and embrace his or her perfect imperfections. It is clear that L’Oréal’s core values include diversity and inclusion, as the faces used and stories told in the videos on L’Oréal’s social media platforms consists of people from almost every race, gender, ethnicity and nationality. L’Oréal’s True Match campaign attests to the open minded and forward-thinking course that L’Oréal is setting the trend for.