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‘Your Skin, Your Story’ campaign from L’Oréal evokes consumer genomics ads

By Deanna Utroske

09-Jan-2017
Last updated on 09-Jan-2017 at 15:47 GMT2017-01-09T15:47:25Z

‘Your Skin, Your Story’ campaign from L’Oréal evokes consumer genomics ads

The multi-channel ad campaign hit the airwaves yesterday during The Golden Globe Awards event. And while the product has nothing to do with DNA, the new messaging has a lot in common with ads from companies like ancestry.com and 23andMe.

“Consumers are enchanted with the uniquely-mine concept that DNA-based beauty offers,” as Cosmetics Design notes in the recent CD Buzz video covering the top ten cosmetic and personal care trends for 2017 . As homogenous as beauty can be, consumers appreciate personalization. And that’s exactly what L’Oréal is focused on with this latest camping to promote the brand’s True Match foundation range.

Individually through diversity

The Your Skin, Your Story campaign includes a spectrum of beautiful people, “from an artist and artisan native to Nepal, to an American transgender model, actress and writer, to a travel and food lifestyle blogger from Hawaii, to a millennial male model of Caribbean descent, each of the individuals featured share their unique heritage and skin story,” as a company press release explains it.

Beyond Sunday, the Your Skin, Your Story campaign (a creation of McCann New York, directed by Loic Maes and Jonathan Lia of Good Company) will continue for several weeks, spanning TV, social, digital and print.

Product ingenuity

L’Oréal has long prided itself on shade-matching foundation technology; and the company has put this tech to work in mass foundation products for over 20 years.

Today, “L'Oréal Paris True Match Super-Blendable Makeup offers an extensive range of expertly-calibrated shades created to match the US consumer…. [The company] now offers a range of 33 precisely calibrated foundations that represent a universe of skin color for our most precise match, 100% guaranteed,” according to the company press release on the new ad campaign.

Beauty as genealogy

Consumer genomics companies like ancestry.com and 23andMe promise consumers a more precise, personalized narrative of themselves.  

Ancestry.com invites consumers to “Discover What Makes You Uniquely You,” while 23andME declares, “Your DNA can tell you a lot about you.”

Right from the tagline—Your Skin, Your Story—L’Oréal’s new campaign mirrors this undertaking. The initiative goes on to emphasize that everyone is unique, has an exclusive story, and can show more of their own story with the company’s product.

“By featuring a diverse blend of individuals and illustrating their individual skin stories, our new True Match campaign celebrates the power and beauty of feeling comfortable in your own skin,” Tim Coolican, deputy general manager of L'Oréal Paris USA, tells the press.

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