L’Oréal Paris is on a beautiful roll. Much like January’s True Match campaign, the brand’s latest ads specifically underscore diversity. Made to promote L’Oréal’s classic Voluminous Mascara, the age-, race- and gender-inclusive ads star pop culture icons like Debbie Harry and Julianne Moore, along with models like Hari Nef and Soo Joo Park.
“We are excited to bring together trailblazing individuals in celebration of the mascara that women have loved for over 25 years,” stated L’Oréal president Tim Coolican in a press release. Coolican praised the stars of “The Original” campaign as “fresh, creative, confident” women. “With this campaign, we want to encourage everyone to embrace their originality, take chances and make a statement, whether they have used Voluminous Mascara for years or are discovering it for the first time,” he added.
As trumpeted by the campaign, L’Oréal’s best-selling Voluminous Mascara now comes in black, brown and, for those wishing to “make a statement,” blue. (Side note: Real beauty daredevils ought to try out M.A.C.’s new neon-tinged mascaras.)
Happily, the French cosmetics house isn’t the only beauty brand seeking to promote inclusion. Cool-girl favorite Milk Makeup recently unveiled its “Very Good Light” campaign. In the past year, both CoverGirl and Maybelline have inked deals with male spokespeople. And why wouldn’t cosmetics brands champion the fight for more diversity in advertising? Mascara, lipstick and highlighter know no age, size or gender requirement, so switching up their marketing formula really isn’t hard to do.
[ via Bustle ]
