Beauty and the Brand

When I asked students to search for a commercial in the cosmetics industry that consumers can actually relate to -- I was surprised to learn of a very unique L'Oreal Paris spot for True Match Foundation that included the endorsement of Aimee Mullins.

Aimee, as I have discovered, is an athlete in the Paralympic Games and has a career as model, actor and advocate for women.

The spot has a very similar look to those  we have seen in past: show the spokeswoman, show the product shot, show the way the make- up works and the variety of colors available (if applicable). Remind women -- without saying it -- that they can have skin as flawless as these models if they aspire and use the brand.

But this ad goes to a different place. In showing Aimee running -- and hearing her scripted words:  "I (and therefore we) have nothing to hide and every side is my (our) best side" she brings L'Oreal and our concept of cosmetics to a different world. 

A place we all can be a part of, be proud of, regardless of who we are or what we look like. It is makeup that accepts, not corrects. And sure, she is beautiful -- but beautiful on her terms -- not just the expected standard of beauty that most companies make us endure.

(Find the ad at : https://www.youtube.com/watch?v=rgFZ_XygybE)