L’Oreal partners with UK’s The Prince’s Trust for body confidence campaign

03-Mar-2017 - Last updated on 03-Mar-2017 at 14:22 GMT

L’Oréal Paris UK has put its celebrity ambassador Helen Mirren at the forefront of a new campaign to plug its new ‘All Worth It’ initiative.

The beauty brand has launched the initiative, which looks to offer up to 10,000 young adults confidence training in the UK over the next three years, in partnership with The Prince’s Trust.

The Prince’s Trust is a UK charity that supports young people, including those who are in care, those who face issues such as homelessness or mental health problems, or have been in trouble with the law.

The move by L’Oréal to partner on this initiative comes as across the industry, we are seeing an increasing emphasis on the idea of ‘diversity’ in marketing campaigns and product launches.

Diversity

Tamara Sender, Senior Fashion Analyst at market research firm Mintel, recently wrote of the importance of catering to diverse consumer groups, a trend that is becoming increasingly key for beauty brands to participate in.

Brands have begun to demonstrate that they are “acknowledging the complexities women of different ethnicities face trying to find makeup that perfectly matches their skin tone,” she said.

“We are seeing a shift occurring with more brands aligning themselves with ethical or political causes,” she states. Half of millennials “are the most likely to choose a brand based on their ethics.”

The new L’Oréal partnership and campaign suggests the brand is eager for consumers to associate it with these trends; indeed, last year, the brand was the first to feature a male model in a colour cosmetics campaign.

The campaign

The new ‘All Worth It’ campaign has been described by The Independent as “one of the most representative casts we’ve seen yet, with men and women of all ages, body types, races and abilities.”

Alongside Mirren, some of the other celeb endorsers include Amena, a Hijabi beauty blogger, Jordan Bone, beauty blogger, who is in a wheelchair, pop star Cheryl, who is visibly pregnant.

“Self-confidence is a life-long battle, affecting people young and old. It’s for this reason that I am so happy to be here today,” Mirren said at the launch event.

“Nowadays, I think social media is affecting people’s confidence, but we need to remember that the essence of being human has not changed. We need to hold on to that fact.”