The IPA Effectiveness Awards 2018 Winner: L’Oréal Paris UK | Best Use of Social Media

This is a story about how L’Oréal Paris UK True Match climbed to No.1 by making everyone feel “Worth It”.

The UK market for foundation make-up was growing, but the True Match brand had been stuck in fifth place for 3 years. It aimed to attract 256,000 new customers and become market leader within a year.
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. True Match saw an opportunity to recruit consumers who felt excluded from the category because of their skin tone, or the industry’s ideas of beauty and functional messaging.

Agency: McCann London