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  • Do we prefer high-gloss celebrities or ‘real’, ‘ordinary’ people?
  • Do we prefer high-gloss celebrities or ‘real’, ‘ordinary’ people?
    justine-reyes, Creative Commons (2014) ©
CASE STUDY

L’Oréal Beauty For All: because everyone is worth it

As beauty brands connect more with their consumers, Beauty For All is L’Oréal’s attempt to make itself more accessible by turning away from a super glam aesthetic. But do we really want brands to abandon unobtainable glamour for more humble, emotive and ‘real’ visual tropes?

Location North America / Northern Europe

Scope
Cheryl Cole’s highly flammable beehive and J-Lo’s sultry physiognomy are nowhere to be seen in the online film for L’Oréal’s new brand manifesto, Beauty For All. Rather, ordinary people with stories of everyday beauty usurp the high-gloss celebs L’Oréal has become synonymous with.

As beauty brands connect more with their consumers, Beauty For All is L’Oréal’s attempt to make itself more accessible by turning away from a super glam aesthetic. However, the ‘real people’ featured in the new film are undeniably attractive. This begs the question: do we really want our favourite brands to abandon unobtainable glamour in ...

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