The UK market for foundation make-up was growing, but the True Match brand languished in fifth place. Working with the McCann London agency, it saw an opportunity to recruit consumers who felt excluded from the category because of their skin tone, the industry’s ideas of beauty and its functional messaging.
The foundation brand partnered with 23 diverse influencers – each with a True Match shade and personal story to share – to communicate that the brand was suitable for every kind of face and every shade of skin. Mass media followed, together with a new L’Oréal end line: “Because we’re all worth it”.
The brand’s value share leapt into first place, further increasing its lead in year two. Estimated short-term revenue ROI was £2.90 for every £1 invested, and the strategy was rolled out to 15 countries.
This work was awarded a Gold and Prize for the Best Use of Social Media in the 2018 IPA Effectiveness Awards - see film.