Lancôme - Tient Idôle 40 Shades Launch "My Shade is/ My Power Is" (L'Oréal)

  • Miranda Mitchell
  • Chiara Odn
  • Sarah Kavanagh

40 shade foundation make-up launch featuring a diverse range of real-life, high-achieving women of all different skin colors, ages and backgrounds, none of which were models. The 40 women featured in the campaign include Gurinder Chadha, the "Bend it Like Beckham" director, civil engineer Joanne Sui, Olympic cycling champion Laura Kenny, innovator and founder of Nubian Skin, Ade Hassan, and dancer Oti Mabuse. In the main film, which highlights the 40 shades of foundation in Lancome's Teint Idole Ultra Wear, each discusses their career and achievements, rather than their looks, but mentions what their Lancome shade number is. It also includes three longer form films profiling Chadha, Kenny and Mabuse and still digital assets.