L'Oreal's Lancome brand moves away from celebrities and models in a new U.K. campaign, and instead features a diverse range of real-life, high-achieving women of all different skin colors.
The 40 women featured in the campaign include Gurinder Chadha, the "Bend it Like Beckham" director, civil engineer Joanne Sui, Olympic cycling champion Laura Kenny, innovator and founder of Nubian Skin, Ade Hassan, and dancer Oti Mabuse. In the main film, which highlights the 40 shades of foundation in Lancome's Teint Idole Ultra Wear, each discusses their career and achievements, rather than their looks, but mentions what their Lancome shade number is.
The campaign was created by The Brooklyn Brothers London, which won the account last October. It also includes three longer form films profiling Chadha, Kenny and Mabuse. Shot by Jen Fearnley of Dingo Bill, the documentary style films give insight into what makes these women feel powerful and what they've overcome to achieve success.
A digital element to the campaign will feature stills of the different women, with the caption "My power is..." These are deliberately not air brushed or digitally enhanced.
Lancome's new direction comes as more and more fashion and beauty brands are embracing the theme of female empowerment as well as using real women in their advertising: examples include Wrangler, H&M and Kenzo.