Loreal 2012 Annual Report Download - page 47

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3. COLOR TATTOO 24 HOURS
These eye shadows are based on a
brand new gel-cream formula, with
highly concentrated pigments.
Every woman should be able to find her
ideal foundation colour. This was the chal-
lenge taken up by L’ORÉAL PARIS, which de-
veloped 96 shades for its True Match foun-
dation in order to meet all its consumers’
desires.
The True Match concept was inspired by the
diversity of the American population, and is
an expression of its rich mixture of origins and
cultures. Based on a study conducted in
57 countries, True Match offers a palette of
colours organised into three families, to offer
a range of choices that is as wide and rele-
vant as possible.
The advertising campaign features four am-
bassadors who embody this universal con-
cept and bring it to life: Beyoncé Knowles,
Jennifer Lopez, Liya Kebede and Aimée
Mullins. To guide women in their choice of
the “right” shade, the brand has devised a
playful app, “True Match Maker”, to help
them identify the foundation to suit their
complexion. One million consumers have
already found their True Match online. This
new approach to foundation has been
well received by women and is a shining
example of universal innovation.
TRUE MATCH BY L’ORÉAL PARIS
A NEW DYNAMIC
From the initial idea to the brand’s new publicity
campaign the True Match foundation by L’ORÉAL PARIS
is a model of universal innovation. Destined for
every woman, whatever her complexion or skin type.
45