Rain, L’Oréal Explore the Science of Makeup

New York-based digital agency Rain launched a new campaign for L’Oréal, introducing the brand’s new expanded foundation range for all skin tones.

An online spot entitled “The Spectrum” centers around L’Oréal scientist Balanda Atis, who explains that “Cosmetics has struggled with trying to find the best shades for women of color for as long as makeup has existed. The options were find something that didn’t match you or just not wear anything at all,” adding that effected how women thought of themselves. So L’Oréal decided to tackle the problem. “As a scientist, I knew there was a solution,” Atis says. The remainder of the spot documents the process of obtaining tens of thousands of skin tone measurements, the brand’s “a-ha’ moment and the subsequent development of the new line. For curious parties it’s an interesting, scientific look at the process of creating the new line, also offering a glimpse into L’Oréal’s Women of Color lab, offering more than just an introduction to the brand’s latest offering. Atis also avoids coming across as too self-congratulatory about L’Oréal’s accomplishments, admitting that the work is far from over as “With each baby, a new skin tone is born.”