Full-service digital agency Rain signs new work for L’Oreal, a new mini documentary tells this story of an age-old problem in the cosmetics industry: providing makeup matches for every skin tone, particularly for women of color.
L’Oréal USA set out to address this problem as company’s brands have long provided shade ranges for a broad spectrum of skin tones. Still, a passionate scientist took it upon herself to go even further. In a style that is a first for the brand, the mini documentary titled “The Spectrum” features L’Oréal USA chemist Balanda Atis and her journey toward making shades available for every skin tone. Determined to find a solution for herself and for women around the world, she set out on a 7-year mission to solve this scientific hurdle: how to expand the color range of foundations in order to better meet the needs of women of all ethnic origins. As the result of her work, L’Oreal opened its first-ever Women of Color lab dedicated to innovation for women of color.
Launched across the brand’s social channels on March 8, the documentary is part of a larger initiative demonstrating L’Oréal USA’s focus on the “beautiful pursuit”— the celebration of the strides toward improvement rather than only the end goal. The content shows how L’Oréal goes beyond common beauty brand presumptions. The mini documentary was teased prior to the launch and continues to get promoted across L’Oréal USA social channels including Facebook, Twitter, Instagram and LinkedIn through GIFs and photo content pulled from the documentary.
Over the coming months, the brand plans to roll out additional content pieces. Content will shine a light on the versatile people at L’Oréal, and the diverse challenges they’re tackling day-by-day.
Agency – RAIN
Client – L’Oréal USA
Executive Producer – Nick Godfrey, Brian Edelman, Andrew Howlett
Executive Creative Director – Will Hall
VP, Head of Strategy – Bill Chamness
VP, Head of Production – Timothy Whitney
ACD / Art Director – Andy Sheffield
Copywriter – Charlotte Davis
Agency Producer – Nathan Breton
Agency Digital Producer – Tim Xumsai
Account Manager – Jaclyn Schillinger
Engagement Strategist – Elissa Dailey
Production Company – Cebu Osani
Director – RAIN
Producer – Artesia Balthrop
Editor – Jonah Einstein
Assistant – Matt Jeon