Lancôme celebrates women and diversity with the launch of its Teint Idole Ultra Wear foundation campaign, which features 40 incredible women from the U.K. and Ireland. Ranging from dancers to sportswomen to scientists and businesswomen, each spokeswoman wears a different foundation shade in the nationwide campaign. Together they represent the beauty of diversity and a common love for foundation, which is outpacing mascara as women’s must-have make-up product.

From Olympic cyclist Laura Kenny to film director Gurinder Chadha to dancer Oti Mabuse, Teint Idole Ultra Wear’s spokeswomen are each in their own way extraordinary and powerful. Their beauty is as individual as their talents. Boasting a breakthrough formulation, Teint Idole Ultra Wear offers a shade for each of its spokesmodels’ skin tones, which are reflective of the diversity of the U.K.’s population.

It’s a welcome move for many women who have struggled to find their perfect shade of foundation. Take film director Gurinder Chadha who found it difficult to find a foundation that didn’t leave her with an ashy complexion.

“It was hard to find a foundation for 
a woman like me. I would have to go to India to find my make-up. Luxury brands
 just didn’t have shades for our skin tones. It seemed they had shades to suit
 either white or black women but not all women.” Gurinder Chadha

To answer Ms Chadha’s foundation frustrations (along with 45 percent of women in the U.K. who say they cannot find their perfect shade) Lancôme introduces Teint Idole Ultra Wear. With a formula based on the iconic Teint Idole Ultra 24h, Teint Idole Ultra Wear comprises 40 shades, which cater to all skin tones, from the lightest to the darkest as well as those in between.

Pioneering L’Oréal Group chemist Balanda Atis teamed with Lancôme to create the exceptionally broad shade palette following the discovery of an ultramarine blue pigment, which offers deep pure colour in darker foundations.

“We work to scientifically understand the colours that make up the skin and how to translate that into products that are consumer-friendly, and to specific formulations that address needs around the world. We adapt formulations for different climate zones (based on temperature, humidity…)” Atis said. “We’re at the forefront of the conversation and we’re focused on customising, personalising and thinking about every single woman individually.”

The diversity of Teint Idole Ultra Wear’s spokeswomen reflects the UK’s myriad skin tones, the variety of the population’s subtly different undertones (such as warm, cool and neutral) and the seasonal variances in complexions here. Lancôme U.K.’s nationwide campaign celebrates women of every shade.