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Lancome’s Campaign Promotes Diversity & Its 40 Foundation Shades

Lancome's Teint Idole Ultra Wear foundation comes in a massive number of colors.

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By: Marie Redding

Senior Editor, Rodman Media

Lancôme is celebrating women and diversity with its new campaign that the company is promoting across the UK. The ad campaign is for Teint Idole Ultra Wear foundation – and the makeup line has 40 different shades to match every skin tone. The Teint Idole Ultra Wear foundation line already existed, but its color range continues to expand, with five new options that just launched last month.

Forty woman from the UK and Ireland particpated in the new campaign, including dancers, sportswomen, scientists and businesswomen — and each spokeswoman wears a different foundation color. Participants included Olympic cyclist Laura Kenny, film director Gurinder Chadha and dancer Oti Mabuse.

Watch the a video from the campaign below.



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