L’Oréal celebrates women with natural skin tones in campaign with new products

L’Oréal Paris has launched a campaign in collaboration with Chinese lingerie and loungewear lifestyle brand NEIWAI, encouraging women in China to boldly embrace their natural skin tone and true authentic self.

The campaign "It takes boldness to be nude" includes a new limited-edition lipstick collection created by L’Oréal Paris, and a new cotton underwear collection by NEIWAI. Both collections will be launched with exact-match colour tones named after natural body features, such as Little Freckles, Wheat-Color Tan, Sun Blush, Beauty Marks, and Nude Birthmark. The campaign showcases L’Oréal Paris' and NEIWAI's shared focus on diverse beauty and female empowerment through two product lines that complements Asian skin tones. They are also aimed at encouraging every woman in China to boldly embrace her natural skin tone and true authentic self.

"Nude tones suit every Chinese woman and are the perfect base to showcase natural beauty. We want to encourage every woman to embrace her unique self, and to feel empowered by her natural beauty," said Lily Li, general manager, DMI L’Oréal Paris.

Creative agency McCann Shanghai has also selected everyday women to feature in the campaign. In the video, they share their thoughts about self-worth as part of the brands' efforts to deliver an authentic voice. While looking for insights, the McCann China Beauty Team asked women a lot of questions. including their definition of "nude colours", and their perspectives on courage. The team later realised that many women still associate confidence with their physical appearance, and traditional beliefs about beauty can cause women to lose confidence.

"Many people think that an underwear and a lipstick are two completely unrelated products. Women wear one inside and one outside. Both of them are mediums for women to express themselves, and love themselves bravely and wholeheartedly," said Hailey Xue, brand director of NEIWAI.

"Everyone accepts themselves differently. Some people can easily accept themselves the way they are; other people can't. A woman who dares and is willing to show her natural self is a woman of courage. We sought to creatively showcase the products to empower consumers and encourage them to be their true selves," Kanny Chan, executive creative director of McCann Shanghai's beauty team.
Related articles
Samsung's Abhishek Grover heads to L'Oréal
Former L'Oreal HK CMO Larry Luk heads over to Esprit
L'Oréal names new media agency for Singapore