Lancôme / 40 Shades, 40 Powers
We’ve been working with Lancôme since October 2016 after winning a 3-way pitch. The task was to give them compelling creative for an integrated campaign to re-launch their hero foundation Teint Idole Ultra Wear in the UK and Ireland, ensuring a connection to the global platform.
In the world of make up, foundation is flying, outpacing mascara as women’s must-have product. Yet 45% of women still can’t find a foundation shade that suitably matches their skin tone.
With diversity in Britain on the rise, a key competitor with an already impressive shade range, and ambitious sales targets, Lancôme knew the re-launch of their hero foundation in 40 shades had to make an impact beyond a simple product beauty story. The ambition was for something that would grab women’s attention whatever age and ultimately drive conversation as well as trial.
We developed ‘My Shade, My Power’ built around the insight that in 2017, there has never been a better time to be a woman and enjoy the freedom to be whoever you want to be. We wanted the work to be inclusive and accessible to everyone whilst celebrating the diversity and power to be found amongst the UK’s females.
We recruited 40 inspiring women to represent each shade, whilst also ensuring we had breadth of age, ethnicity and interest/career. Importantly none of them were ‘models’. Then, we created assets for each as well as a hero campaign film featuring them. From TV presenter Sophie Morgan, to innovator and founder of Nubian Skin, Ade Hassan, the campaign film celebrates the power and diversity of British women as well as the beauty that can be seen in the everyday. In addition, three short personal story films were created to profile in more depth celebrated director and producer Gurinder Chadha, Olympic cyclist Laura Kenny and ballroom dancer Oti Mabuse. These documentary style films gave unique insight into what these women have overcome to achieve their amazing successes and further communicate the message that women are powerful in many different ways.
Accompanying the films were 40 un-retouched still images of each woman, depicting their power in life and foundation shade. The images were shot in a way that allowed the foundation to take centre stage and ensure Lancôme would be recognised as a brand that celebrates natural beauty and supports realistic female role models. To use non models; include all ages (with our eldest participant 75 years old) and not photoshop the images was clearly a big statement in the beauty world.
The campaign launched in PR as well as across Lancôme’s social channels and purpose built microsite. To amplify social and stimulate conversation, each of the 40 women also posted the campaign assets on their own social channels using campaign hashtag; #myshademypower. To support the videos and further drive product messaging a set of digital banners was also created featuring global ambassadors – Oscar-winning Lupita Nyong’o, and Victoria’s Secret superstar, Taylor Hill. The campaign assets also work for retail, giving the beauty advisors on counter a unique talking point and UK out of home.
PR (online, print & broadcast), Digital, Social, Content, Advertising
— Wide spread national coverage including a complete profile of all women in the Daily Mail and an ITV ‘This Morning’ on-couch segment
— Video views exceeding 25,000 in first two days
— 1million+ video views in the first month
— Product sales up 170% year-on-year in the second week