It might have the likes of Beyoncé Knowles, Jennifer Lopez and Blake Lively at its fingertips, but L'Oréal Paris has decided to ditch its roster of A-list stars in favour of regular everyday models for its latest campaign.
The brand has created an online film to celebrate its beauty for all” brand manifesto. The two-minute film features a series of people from all around the world and aims to demonstrate how beauty means different things to different people.
Directed by Peter Lindbergh, the film shows L’Oréal Paris’ strategy of universalisation – globalisation but with clear respect for differences”.
"L'Oréal has been carrying on its great adventure and the mission it has set itself: to give the very 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 in a video,” reads a statement from the brand.
Through some of life's universal moments, it also expresses the power of beauty in its many forms and illustrates L’Oréal’s conviction that beauty is essential.”
Available on YouTube, .
