L'Oreal celebrates diversity and targets men with new 'Because We Are All Worth It' positioning

L'Oreal has enlisted a string of influencers to front it's latest campaign, which marks two firsts for the brand. The makeup giant's new 'Yours Truly' spot, which centres around diversity, has seen it adopt a new brand strapline and also features the first man ever to star in a mass market cosmetics ad.

Focusing on the 'shades' of foundation worn by brand ambassadors like Cheryl Fernandez-Versini and Katie Piper, the video sees L'Oreal move away from it's hallmark 'Because You're Worth It' positioning, to embrace a the more inclusive 'Because We Are All Worth It'.

"For the #YoursTruly campaign, it felt right to evolve the tagline of the brand to 'Because We Are All Worth It' and be therefore even more of a celebration of diversity and inclusivity," L'Oreal said of the spot.

The spot will be shown in cinemas, across TV and on social media starting this Sunday (28 August). Meanwhile, an accompanying website tells the stories of the 23 influencers featured in the hero campaign "to share the diversity behind" the brands 23 shades of True Match foundation.

Rebecca Stewart

Rebecca Stewart is a reporter at The Drum. She primarily writes news, analysis and features around brand marketing and digital innovation. She has interviewed key figures from the likes of Airbnb, Amnesty International, Unilever, Facebook and Spotify, as well as covering international events like Ad Week Europe, Dmexco and Ciclope.

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