L’Oréal eschews celebrities in first brand manifesto campaign

L’Oréal has launched its first marketing campaign to promote its brand manifesto, “Beauty For All”, with an online video that uses real people rather than its roster of celebrity ambassadors.

Video: L’Oréal’s first campaign to feature its “Beauty For All” brand promise

L’Oréal has launched its first marketing campaign to promote its brand manifesto, “Beauty For All”, with an online video that uses real people rather than its roster of celebrity ambassadors.

The film, which is available on YouTube, marks a change in strategy for the brand, which usually releases star-studded campaigns featuring celebrities such as singer Jennifer Lopez and Cheryl Cole and actors including Julianne Moore, Ryan Reynolds and Freida Pinto. There is also no hint of the famous L’Oréal strapline “Because You’re Worth It”.

The 2-minute video features a series of real people from around the world accompanied by a voiceover stating L’Oréal’s belief in “beauty for all of us”. The firm says it aims to show “globalisation” but with “clear respect for differences”.

“Throughout the years, L’Oréal has been carrying on its great adventure and the mission it has set itself: to give the best in beauty to all women and men on the planet. A noble, useful and exciting mission that the group wanted to express for the first time,” says the firm in a statement.

L’Oréal is promoting the global campaign across its social media sites, including Twitter and Facebook.

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