When I asked students to search for a commercial in the
cosmetics industry that consumers can actually relate to -- I was surprised to
learn of a very unique L'Oreal Paris spot for True Match Foundation that
included the endorsement of Aimee Mullins.
Aimee, as I have discovered, is an athlete in the Paralympic Games and has
a career as model, actor and advocate for women.
The spot has a very similar look to those we have seen in past: show the
spokeswoman, show the product shot, show the way the make- up works and the
variety of colors available (if applicable). Remind women -- without saying it
-- that they can have skin as flawless as these models if they aspire and use
But this ad goes to a different place. In showing Aimee running -- and hearing
her scripted words: "I (and therefore we) have nothing to hide and
every side is my (our) best side" she brings L'Oreal and our concept of
cosmetics to a different world.
A place we all can be a part of, be proud of, regardless of
who we are or what we look like. It is makeup that accepts, not corrects. And
sure, she is beautiful -- but beautiful on her terms -- not just the expected standard of beauty that most companies
make us endure.