The L’Oréal-owned brand has appointed 40 women to front its Teint Idole Ultra Wear promotional campaign
Lancôme is the latest cosmetics brand to draw on the power of the influencer for a new product launch.
In its new My Shade. My Power. campaign, the brand worked with 40 women from the UK and Ireland to showcase the 40 shades available of its Teint Idole Ultra Wear foundation (£31.50).
Having launched on 22 February, the foundation builds on the Teint line of foundations created by the L’Oréal-owned brand, which also includes Teint Miracle.
The spokeswomen include dancers, sportswomen, scientists and businesswomen from different age, race and religious backgrounds.
The line-up features cyclist Laura Kenny, beauty influencer Estee Lalonde and film director Grinder Chadha, as well as midwife and FGM campaigner Janet Fyle, presenter Sophie Morgan and nutritional therapist Kathryn Fielding.
Bucking the trend for male ambassadors, however, Lancôme did not use any men in the campaign.
Talking about the diverse number of shades offered, L’Oréal Group chemist Balanda Atis said: “We work to scientifically understand the colours that make up the skin and how to translate that into products that are consumer-friendly, and to specific formulations that address needs around the world.
“We’re at the forefront of the conversation and we’re focused on customising, personalising and thinking about every single woman individually.”