L’Oreal Paris (USA) has released the latest True Match foundation campaign TVC during the Golden Globes ceremony on Jan 8 2017, and it’s really very good in both concept and execution. Based primarily on expressions of layered ethnic identity recognizable through skin tones, it also addresses other forms of identity through casting selection.
L’Oreal has moved beyond the usual narrow realm of the typically accessible, generically-appealing models in cosmetics advertising to ensure a truly recognizable diversity has been created. Especially decisive in this regard is the spoken aspect of the commercial, ensuring awareness of Hari Nef’s trans identity.
Below are the print campaign images and the TV commercial aired during the Globes ceremony, as well as available relevant individual videos.
Models: (Top-bottom, L-R) Darnell Bernard, Alexina Graham, Dominique Babineaux, Ju Xiaowen, Cirpriana Quann, Arpana Rayamajhi, Hari Nef, Marquita Pring, Maria Papathanisiou, Giannina Oteto, Carolina Rojas, Blake Lively, Olivia Culpo, Aja Dang, Sabina Karlsson, Lara Stone.
Production: Good Company (TVC)
Marquita Pring speaks first :
While this casting goes a long way to addressing gaps in representation and/or presenting relativity and relate-ability (putting a male into a female-appearing group, where other cosmetics companies show male spokespeople separately), there are a few obvious omissions, such as casting a differently-abled model or an older model. Given that L’Oreal has specific product lines for mature skin types this is no doubt a deliberate move, but there’s no reason why these groups should not be represented here.
The above TVC is supplemented by individual videos posted online on the L’Oreal Youtube channel. Sabrina Karlsson speaks on her freckles:
(No video posted for Marquita as yet)
(PSST L’Oreal, you’re missing the image for W6!)