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  1. 2020

Maxus Global UK

Delivering a True Match

Category:Best Branding Campaign

Client:L’Oréal Paris

True Match foundation is at the heart of the L’Oréal Paris business. Its aim for the past 15 years has been to help any woman choose the correct foundation; be that shade, texture or coverage. Of course, that’s easier said than done - six out of ten women don’t get it right.

The client, creative agency and Maxus all believed this product should hold top position it the market, yet it had steadfastly remained at the No. 2 position. Our joint belief was that it was held back by traditional media, which was not able to bring to life the benefits of a product that has multiple iterations depending on the individual. Therefore our goal to overcome this barrier was to create the most personalised beauty campaign ever.

The first step was for the creative agency to develop a video content series that utilised twenty-three influencers & bloggers – one for each of True Match’s shades; 23 shades with 23 stories. Once the films were created, we married the creative with multiple data sources to show every individual we targeted a unique campaign, depending on their ethnicity, shade bracket and interests.