L’Oréal’s New Celebrity-Filled Campaign Celebrates Diversity and Inclusiveness

In January, Hari Nef became L’Oréal’s first transgender model when she starred in ads for the brand’s True Match foundations. On April 5, the IMG model and TV star posted a photo on Instagram that teases a new ad she’s starring in for L’Oréal — this time for its Voluminous Mascara line. And she’s in excellent company.

Look closely at the striking image, set against a stark white backdrop, and you’ll see a few iconic faces. Diane Keaton, Debbie Harry, and Julianne Moore are standing proudly — and gorgeously — among stars of various ages, including 31-year-old South Korean model Soo Joo Park and 23-year-old actress/singer Kiersey Clemons, who co-stars with Nef on HBO’s Transparent.

Nef captioned the photo: “On set for @lorealmakeup #voluminous with my irl girlfriends @soojmooj and @kiersey and actual literal legends like @blondieofficial @diane_keaton and @juliannemoore (I know this is an #ad but to be honest I’ve never felt more connected to women than I feel now and that’s a beautiful thing baby) #wcw.”

The still image was taken on set as the group of women filmed a commercial for L’Oréal’s Voluminous Mascara. Also featured in the diverse campaign are young models Barbara Palvin, Juana Burga, and Dominique Babineaux, who has previously fronted L’Oréal campaigns, and 50-something fashion personality and “groovy gal about town” (per her Instagram bio) Lauren Ezersky.

The women are dressed in an eclectic assortment of outfits that reflect their distinct aesthetics. Nef is wearing a navy cocktail dress, Keaton is in a playful version of her signature pantsuit look, and Harry is donning a flowy floral top paired with black leggings and combat boots.

The campaign was first announced in March. L’Oréal president Tim Coolican said in a press release that the beauty giant’s goal was to bring together “fresh, creative, confident women who, like the mascara, are iconic in their own right,” according to Paper magazine. “We are excited to bring together trailblazing individuals in celebration of the mascara that women have loved for over 25 years,” Coolican continued. “With this campaign, we want to encourage everyone to embrace their originality, take chances, and make a statement, whether they have used Voluminous Mascara for years or are discovering it for the first time.”

L’Oréal has made its mark by celebrating diversity in its recent campaigns. L’Oréal Paris cast plus-size models Sabina Karlsson and Marquita Pring in the “Your Skin, Your Story” campaign, which also starred Nef. The campaign’s focus was to celebrate the beauty of diversity, and the brand cast men and women of all shapes and sizes to represent the 33 shades included in the brand’s True Match product line.

In 2016, L’Oréal Paris Brazil featured a transgender model, Valentina Sampaio, in a campaign for National Women’s Day. In the short film produced by the brand, Sampaio reveals that she is transgender and declares, “Every woman is worth it.” She is also filmed finally changing her photo ID to reflect her gender identity.

Nef joins Blake Lively and Darnell Bernard, L’Oréal’s first male brand ambassador, as a regular face for the progressive makeup brand. The 10 gorgeous women who join her for L’Oréal’s Voluminous Mascara campaign prove that the brand is doing a stellar job of putting its best faces forward.

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