L'Oreal: True Match

L’Oréal Paris is launching a new True Match foundation range featuring 23 different tones which matches 98% of the UK, supported by a campaign celebrating ethnicity and diversity. The True Match Foundation range, which is one of the largest shade offerings in the market, has been launched to help all consumers from all backgrounds find the perfect shade for them. Research shows that 61% of women in the UK have not been able to find their perfect foundation match, while ethnic minorities often end up paying 70% more on foundation as they are forced to switch from mainstream to luxury cosmetic brands in order to find the right shade range. True Match can now match 98 per cent of UK skin tones across all ethnicities. The True Match #YoursTruly campaign, created by McCann London, features 23 of the UK’s most influential and inspirational ambassadors for diversity, each representing a different shade in the foundation range. The list of influencers ranges from model and campaigner Katie Piper, who believes that scars do not limit a person's sense of well-being, to enigmatic fitness guru AJ Odudu, who has expressed her frustration that as a young woman there was no make-up that matched her skin tone. The campaign also includes L’Oréal Paris's longstanding spokeswoman Cheryl Fernandez-Versini also features in the campaign.