[By Meenakshi Nowrattan]
During the 2017 Golden Globe Awards, L’Oréal debuted ‘‘Your Skin, Your Story,’’ a new campaign for their True Match foundation collection. The campaign has garnered praise on social media due to the use of inclusive messaging and a multicultural cast, including the brand’s first transgender spokesperson, Hari Nef.
The campaign features celebrities and models from a variety of cultural backgrounds in a series of YouTube profile videos. The short videos add a personal touch to the campaign, with each anecdote highlighting an individual need for the true match.
The True Match campaign is the latest in an increasing trend of beauty campaigns celebrating diversity in the industry. Recently, makeup titans Maybelline and Covergirl contributed to this trend by naming their first male brand ambassadors. While L’Oréal has always aimed to feature inclusivity through their campaigns, the timing of this campaign is especially effective considering the social, political and cultural climate in the United States.
Veteran spokesperson Blake Lively addressed the value of L’Oréal’s campaign in a recent statement:
Because I’m worth it’ is an iconic belief that resonates with so many, for good reason. Now more than ever, that simple phrase is a powerful reminder to us all as people are coming together, rising up, and standing for their value. We are worth it.
By including diversity as one of their key messages, L’Oréal has created an effective PR campaign to reach their large and varied consumer base. “Your Skin, Your Story” has certainly had a positive impact on the perception of their brand, and it sets the tone for future beauty campaigns.
Diversity and inclusive messaging in the beauty industry is a refreshing change and it is a positive PR trend that appears to be on the rise.
(Photo by Meenakshi Nowrattan)