Since 1994, L’Oréal Paris has recognised that beauty comes in many shades with their True Match foundation range. Designed to make it easy to find your perfect base, this cosmetic bag classic has been a long favourite for many New Zealanders.
So how do you reinvigorate a well-known narrative and celebrate the launch of four new shades?
You get back to basics. True Match has always been about celebrating the diversity of beauty and the launch of four new shades was a great time to celebrate L’Oréal’s most diverse range.
To tell this story, we onboarded eight local influencers (with a combined reach of more than 127K Instagram followers) to represent women of different ages, ethnicities, and backgrounds. Arming them with their perfect shade of True Match foundation, we invited them into our in-house studio for a photoshoot experience that captured the unique beauty of each influencer individually and as a group.
Working with NZ Herald Viva and Woman’s Day, these portraits then featured as sponsored content in both publications highlighting the ‘skin story’ behind every portrait. The highs, lows and the inspiration behind each influencer made for compelling content and helped spread the message that no matter your skin story or your ethnicity, you can now find your ‘True Match’ with L’Oréal.
This content was also utilised for online media, digital banner ads and social media channels making it a truly integrated campaign with multiple consumer touch points. Furthermore, the success of the content led the client to extend it into in-store point of sale – featuring it in several Farmers’ stores nationwide.