True Match

L’Oréal Paris

Concept, Art Direction

The UK is diverse, foundation shades aren’t. Quite rightly beauty bloggers were getting angry about it.
L’Oréal Paris True Match wanted to right this wrong. It created the UK’s widest range of foundations and
saw an opportunity to convert our harshest critics into our greatest ambassadors. We invited 23 diverse
influencers, including the first man in a cosmetics campaign, to represent our 23 foundation shades and create a social media-centric campaign that would take the beauty world by storm. Changing the face of beauty, one influencer at a time and taking L’Oréal True Match from No.3 to No.1 with a 39% uplift.