L'Oreal Paris

Adrien Koskas, General Manager L'Oreal Paris UK

McCann London *Lead Agency

David Frymann, Planning Director
Lisa Conway, Managing Partner
Rob Brown, Creative Director
Alison Webber, Business Director
Emily Ellis, Planner
Regan Warner, Creative Lead

McCann Paris

Karine Gharapetian , Planner

McCann Melbourne

Roshni Hegerman , Planning Director

This case addresses the pain of feeling excluded. Conventional wisdom dictates that mass marketing should focus on the majority for the biggest returns. Unfortunately, this leaves minorities feeling ignored, especially in mass cosmetics. With the widest foundation range, but not the biggest share, L’Oreal True Match saw an opportunity to help everyone feel ‘worth it’ with a foundation for every kind of face, for every shade around the world. Taking an inclusive, leadership stance was good for everyone, with True Match seeing huge gains in every market.