L'Oréal Paris True Match celebrates every woman’s story, through the beauty of her skin.

For years, the mass foundation market failed to reflect the diversity of Australian women. With True Match: My Skin, My Story, we set out to change that, to create a campaign that didn’t just sell foundation, but sparked a deeper conversation about identity, representation, and the beauty of every shade.

Led by Dami Im, the campaign celebrated the personal stories women carry in their skin — stories of culture, confidence, challenge and pride. It was never just about product. It was about belonging. About finding yourself in a brand, in a mirror, and in a movement.

Working for McCann Melbourne, and in collaboration with our global partners in Paris, London and Dublin, we created work that truly connected. I'm incredibly proud that this campaign was awarded a Global Silver Effie for marketing effectiveness, a recognition of its emotional power and strategic strength.

It was a huge moment for McCann Australia. That same year, we were named Agency of the Year at the APAC Effies, and received a Grand Effie for our Made Possible campaign with the University of Melbourne.

As Roshni Hergerman, our Head of Strategy, put it:

"This campaign was about creating a dialogue around skin and identity — and what it means to truly see yourself reflected in a product."

And as L’Oréal’s Sjaan Lawson said:

"True Match represents the mosaic of beauty in Australia. We’re proud to have shared that with the world."

For me, this was more than a campaign — it was a chance to help tell real stories, amplify real voices, and celebrate the richness of who we are.