CAMPAIGN STRATEGY & CREATIVE CONCEPT
Shades Without Borders
Shades Without Borders is a global L’Oréal campaign concept designed to expand shade inclusivity across regions using AR technology, creator partnerships, and retail incentives. The campaign removes geographic and cultural barriers to finding the right foundation shade, empowering consumers worldwide to see themselves represented.
Shades Without Borders
Shades Without Borders
A global shade-inclusive beauty campaign
DIVE DEEPER INTO THE CAMPAIGN
AR SHADE-MATCHING TOOL
Allows users to find their exact shade across all L’Oréal foundation ranges globally.
How the campaign comes to life
CREATORS IN 10+ COUNTRIES
RETAIL INCENTIVES
Local creators highlight shade inclusivity within their own communities.
Foundation purchase includes a deluxe lipstick mini to reduce trial hesitation.
Creative Direction
•Inclusive casting across global communities
•Natural skin, minimal retouching
•Creator-led, mobile-first content
Strategic Snapshot
STRENGHTS
World’s largest beauty company, global presence.
Diverse portfolio: luxury, mass, dermocosmetics.
Heavy R&D investment, strong innovation pipeline.
Distribution across 150+ countries..
WEAKNESSES
Growth in clean beauty & sustainability.
Expansion in AI/AR beauty tech.
Men’s grooming & skincare growth.
Emerging market expansion (Africa, SE Asia).
OPPORTUNITIES
Premium pricing may alienate price-sensitive customers.
Slower agility due to large corporate structure.
Relies on acquisitions to capture new trends.
Less connected to grassroots/indie brand culture.
THREATS
Competition from indie disruptors (Fenty, Rare Beauty).
Regulatory scrutiny on ingredients & packaging.
Luxury sales affected by economic downturn.
Intense global competition.
A strategic evaluation of Shades Without Borders within the global beauty market.