Lancôme celebrates women and diversity with the launch of its Teint Idole Ultra Wear foundation campaign, which features 40 incredible women from the U.K. and Ireland. Ranging from dancers to sportswomen to scientists and businesswomen, each spokeswoman wears a different foundation shade in the nationwide campaign. Together they represent the beauty of diversity and a common love for foundation, which is outpacing mascara as women’s must-have make-up product.
From Olympic cyclist Laura Kenny to film director Gurinder Chadha to dancer Oti Mabuse, Teint Idole Ultra Wear’s spokeswomen are each in their own way extraordinary and powerful. Their beauty is as individual as their talents. Boasting a breakthrough formulation, Teint Idole Ultra Wear offers a shade for each of its spokesmodels’ skin tones, which are reflective of the diversity of the U.K.’s population.
It’s a welcome move for many women who have struggled to find their perfect shade of foundation. Take film director Gurinder Chadha who found it difficult to find a foundation that didn’t leave her with an ashy complexion.
It was hard to find a foundation for a woman like me. I would have to go to India to find my make-up. Luxury brands just didn’t have shades for our skin tones. It seemed they had shades to suit either white or black women but not women like me. Consequently I rarely wore make-up ” – Gurinder Chadha
To answer Ms Chadha’s foundation frustrations (along with 45 percent of women in the U.K. who say they cannot find their perfect shade) Lancôme introduces Teint Idole Ultra Wear. With a formula based on the iconic Teint Idole Ultra 24h, Teint Idole Ultra Wear comprises 40 shades, which cater to all skin tones, from the lightest to the darkest as well as those in between.
Pioneering L’Oréal Group chemist Balanda Atis teamed with Lancôme to create the exceptionally broad shade palette following the discovery of an ultramarine blue pigment, which offers deep pure colour in darker foundations.
“ We work to scientifically understand the colours that make up the skin and how to translate that into products that are consumer-friendly, and to specific formulations that address needs around the world. We adapt formulations for different climate zones (based on temperature, humidity…)” Atis said.
“We’re at the forefront of the conversation and we’re focused on customising, personalising and thinking about every single woman individually. ”
The diversity of Teint Idole Ultra Wear’s spokeswomen reflects the UK’s myriad skin tones, the variety of the population’s subtly different undertones (such as warm, cool and neutral) and the seasonal variances in complexions here. Lancôme U.K.’s nationwide campaign celebrates women of every shade.
“We are working with 40 equally impressive women from across the U.K. and Ireland, each representing a shade from the Teint Idole Ultra Wear collection celebrating not just diversity in skin tone, but the idea that anything in life is achievable,” said Marina Torres. And she would know. It was the Brazil-born, London-based Marketing Director of Lancôme U.K. who, together with the team, shade matched each and every woman featured in the campaign. Working closely with these high-achieving women inspired the campaign’s tagline: My shade, My power.
For cyclist Laura Kenny, who wears shade 010, her power is obvious – endurance. That’s not to say she can’t look and feel great while pushing her limits.
“I’m definitely a girly girl,” she says. “I wear make up on the bike all the time. It’s just become routine for me. I always get up, straighten my hair, put make-up on and then I get on with my day. So, if that means going out in the garage and doing a really hard static bike session and sweating it all back off, that’s what I do, it’s just my routine. It makes me feel like me.” – Laura Kenny
Being camera ready at work as well as at play is an increasing concern for many women in today’s selfie-obsessed society. Indeed, the growing desire for an always perfect complexion has meant that foundation has overtaken mascara as the number one make- up product women in the U.K. and Ireland won’t leave home without, according to NPD Panel, 2016.
“Foundation is the foundation of looking good on camera,” says beauty influencer Estee Lalonde, with an Instagram following just short of 1 million followers she would know. Her shade, 011 beige cristallin. Her power, creating.
Gurinder Chadha, Estee Lalonde and Laura Kenny are joined by an impressive coterie of Lancôme Teint Idole Ultra Wear spokeswomen, who include, a ballroom dancer, a movie director, a neuro-scientist, bloggers, authors, charity volunteers, tech moguls and even L’Oréal’s very own Managing Director of the Luxury division in the U. K. and Ireland.
These women and their achievements put female empowerment and the celebration of diversity at the heart of Lancôme Teint Idole Ultra Wear’s campaign. It’s a message that isn’t lost on ballroom dancer Oti Mabuse (who wears shade 13.1).
“Growing up in South Africa we really had to fight for our beliefs, more than ever I needed female role models to help me realise my goals
and never stop believing”.
Teint Idole Ultra Wear has a lot to live up to with such high achieving spokeswomen. It meets their demands and more thanks to a formula that lasts for up to 24 hours, as well as offering buildable full coverage to ensure a flawless finish.
More from Teint Idole Ultra Wear’s ultra-inspiring women:
“When I started DJ’ing, there weren’t that many women in the industry… now there’s a lot
and I feel we have forged a career path for female DJs”
Nikki Beatnik, DJ. Her Shade 024, Her Power, Music
“I get my power from my disability. It reminds me every day to overcome adversity and be creative within your limitations.”
Sophie Morgan, Presenter. Her Shade 01, Her Power, Presenting
“What makes me feel the most powerful is the messages I get from other mothers, telling me how much my brand is helping them and helping their children.”
Jo Tutchener-Sharp, founder of Scamp & Dude. Her Shade 02, Her Power, Compassion
“What makes me feel powerful are obstacles… I like obstacles. They make you look at yourself and they make you grow.”
Bonnie Greer, Author & Playwright. Her Shade 10.1, Her Power, My Mother
“I use my power to make a platform for others to challenge the status quo. I want to make
other women feel powerful and like they have a voice”
Janet Fyle, Midwife and Campaigner for FGM. Her Shade 13.3, Her Power, Change
“I feel powerful when I realise what I’ve accomplished my makeup is simply a way to express myself.”
Ade Hassan, Founder of Nubian Skin. Her Shade 15, Her power, Innovation
“I think what makes me feel powerful is the knowledge that I can inspire people….Make up is crucial for me… when you’re going into an important meeting, getting ready and putting your make up on really helps your confidence.”
Samata, Founder of The Tribe. Her shade 10, Her Power, Entrepreneurship
TEINT IDOLE ULTRA WEAR
AVAILABLE IN 40 SHADES |RRP£31.50
Available 22nd February 2017 | Nationwide and www.lancome.co.uk