L’Oreal uses first transgender model

By Lucy Whitehouse contact

- Last updated on GMT

L’Oreal uses first transgender model
Model Munroe Bergdorf has made headlines this week as the first openly trans woman to front a L’Oréal campaign.

Editor's note: since publication of this article, L'Oréal has since dropped Munroe from its campaign.

In yet another sign that representative, diverse beauty campaigns are becoming essential (or at least, certainly in Europe), L’Oréal is featuring Bergdorf in its ongoing L’Oréal Paris UK True Match foundation campaign.

“So proud to announce that I am now part of L'Oréal's True Match #YoursTruly campaign that stands for diversity,” ​the model announced on Instagram.

“Let's make diversity the norm within the beauty world, with products to fit everyone, no matter what your skin tone.”

Five new faces, one year on

In a mark of the fact it has now been a year since the campaign - which was the first to feature a male model -​ was launched, L’Oréal have launched five new shades in its True Match foundation range.

Each shade is being represented by a new model, including Bergdorf. The model spoke in her first video for the campaign of the idea that makeup can play into a rising demand among consumers for a way to self-identify.

“Makeup’s definitely been a way of me reflecting how I feel inside and it’s a direct expression of who I am,​” she said. “Going into a store and finding a makeup that helps you achieve those small victories, I think that that’s amazing​.”

Multicultural beauty

With the UK seeing the annual Black Beauty and Fashion awards this month, L’Oréal’s campaign is a similar reminder of how important diversity of representation in beauty has become.

Indeed, the True Match range claims to offer shades of foundation to match over 98% of the UK’s skin tones.

Euromonitor International, a market research firm, has noted the segment offers rising demand and growth potential.

Multicultural beauty is being increasingly explored for future growth. This involves developing targeted lines and marketing strategies to target consumers from diverse cultural and ethnic backgrounds,”​ the firm explained in a recent report.

Demographic shifts triggered by migration, flow of tourism, growing purchasing power of ethnic consumers in developed markets and urbanisation in emerging countries have been key demand drivers.”

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