As many of you will now be aware, as part of a University module, the Sisterhood of the Travelling Pies have been analysing successful campaigns.
It has recently been brought to our attention that makeup and skin care company L’Oréal have set out their first ever influencer-led campaign, highlighting that no matter what your skin tone is there is a perfect foundation shade for you.
It is no secret that the lack of diversity in makeup is one of beauty’s biggest flaws. It is time for organisations that are there to make individuals feel pretty in their skin, to step up their game. L’Oréal have taken it upon themselves to create their new campaign for the True Match Super Blendable Foundation. The beauty based company have enlisted 23 celebrities and social influencers with a range of skin tones, to spread the word.
During the build up before releasing the campaign, L’Oréal had created foundations that match 98% of the UK’s skin tones. They then launched the #YoursTruly Campaign with the help of Cheryl Fernandez Versini, Amena Khan; the beauty blogger, AJ Odudu the fitness expert, and the philanthropist and TV presenter Katie Piper.
The use of the tagline ‘I’m worth it, you’re worth it, we’re all worth it’ has grown from the ‘because your worth it’ strap-line. This indicates that over time developments have allowed the same message to be transmitted, yet enable the ability to bring out the beauty in as many people as possible.
The campaign is running across TV, cinema, social media and online platforms, this is so it can be sure to maximise its viewers, reaching anyone and everyone in their spare time.
The #YoursTruly campaign fits in well with our blog on #thisgirlcan campaign because they both are based on a powerful message: that the fear of judgement by others in society is the primary barrier to holding women back. Wearing makeup is not about hiding yourself under layers of foundation, it’s a way a lot of women make themselves feel comfortable, or give them that extra confidence, making women feel somewhat more powerful and ready to face any situation.
The results from the campaign have been overwhelming, even though it has only been running since August 2016. Success has been determined by the sales generated, along with the an increase in engagements with the campaign and by any reactions that L’Oréal gets from the communities following the selected influencers and celebrities.