The UK market for foundation make-up was growing, but the True Match brand had been stuck in fifth place for 3 years. It aimed to attract 256,000 new customers and become market leader within a year. Conventional wisdom dictates that mass marketing should focus on the majority for the biggest returns. Unfortunately, this leaves minorities feeling ignored, especially in mass cosmetics. True Match saw an opportunity to recruit consumers who felt excluded from the category because of their skin tone, or the industry’s ideas of beauty and functional messaging. Partnering with 23 diverse influencers – each with a True Match shade and personal story to share – the brand communicated it was suitable for every kind of face, for every shade. Mass media followed - all under a new L’Oréal end line: “Because we’re all worth it”. The brand’s value share leapt into first place, further increasing its lead in year two. Estimated short-term revenue ROI was £2.90 for every £1 invested, and the strategy was rolled out to 15 countries.