French cosmetics brand Lancôme is focusing on the power and diversity of women in its latest campaign to mark the extension of its foundation range.
The 40 Shades, 40 Powers campaign introduces consumers to 40 completely different women who are successful and challenging the status quo in their lives. It looks at people like TV presenter Sophie Morgan, innovator and founder of Nubian Skin Ade Hassan, and Joanne Sui, a civil engineer for the Thames Tideway Tunnel, in an attempt to celebrate the power of women and the diversity of the UK population.
It has been created by the Brooklyn Brothers ad agency and will also include three short films profiling celebrated director and producer Gurinder Chadha, Olympic cyclist Laura Kenny and ballroom dancer Oti Mabuse. The three documentaries provide an insight into the obstacles that each of them had to overcome in the pursuit of their success.
The videos will be used in a fully integrated campaign across Lancôme digital, owned and earned channels in the UK and Ireland as well as PR and social. None of the images used will be air brushed or digitally enhanced.
Marina Torres, UK marketing director at L’Oréal Luxe, said: “It is our belief that beauty is the freedom to be yourself – and what better way than partnering with 40 incredible and inspirational women of different age, ethnicity and background.”
Miranda Mitchell, managing partner of The Brooklyn Brothers, added: “From the start the Lancôme team shared our ambition to create a powerful and honest campaign that celebrated all women, no matter what age, shade or passion. It has been incredibly inspiring and heartening to work with everyone involved for the launch phase and we can’t wait for more.”
The Brooklyn Brothers was appointed to the account in October after a three way pitch run by L’Oréal’s UK’s procurement department. 40 Shades, 40 Powers marks the first campaign that the agency has developed since being appointed.
Written By: Tony Connelly