‘It Takes Boldness to be Nude’ says Campaign in China From L’Oréal Paris and NEIWAI

L’Oréal Paris has partnered with NEIWAI (内外)a Chinese lingerie and loungewear lifestyle brand, to launch aco-branded campaign called, “It takes boldness to be nude”. The creative agency behind the campaign is

The creative campaign, via McCann Shanghai, showcases L’Oréal Paris’ and NEIWAI’s shared focus on diverse beauty and female empowerment, by launching two product lines featuring a true-to-life color palette that complements Asian skin tones, with the aim to encourage women in China to embrace their natural skin tone and true authentic self.

“Since L’Oréal Paris first came to China 25 years ago, we have been committed to working with Chinese women to discover their unique beauty,” said Lily Li, General Manager, DMI L’Oréal Paris.


“Nude tones suit every Chinese woman and are the perfect base to showcase natural beauty. We want to encourage every woman to embrace her unique self, and to feel empowered by her natural beauty.”

According to the brand the co-branding campaign “shows the public a new lens of beauty championed by the rise of Chinese female empowerment.”


While looking for insights, the McCann China Beauty Team asked women questions such as: what’s their definition of ‘nude’ colors, their perspectives on courage, and so on. During this process, the team observed that, in the current social environment, many women still associate ‘confidence’ with their physical appearance, and traditional beliefs around ‘beauty’ can cause women to lose confidence.

“Everyone accepts themselves differently, some people can easily accept themselves the way they are; other people can’t. However, one thing is certain. A woman who dares and is willing to show her natural self is a woman of courage. We sought to creatively showcase the products to empower consumers and encourage them to be their true selves,” Kanny Chan, Executive Creative Director of the McCann Shanghai Beauty Team commented.

To communicate this, both the new limited-edition lipstick collection by L’Oréal Paris, and the new cotton underwear collection by NEIWAI, will be launched with exact-match colour tones – named after natural body features – Little Freckles, Wheat-Color Tan, Sun Blush, Beauty Marks, and Nude Birthmark.

The McCann Beauty Team also selected everyday women to feature in the campaign, with the accompanying copy sharing the real thoughts of these women on self-worth, thereby delivering a powerful and authentic voice.

“Many people think that an underwear and a lipstick are two completely unrelated products,” said Hailey Xue, the brand director of NEIWAI.

“Women wear one inside and one outside. Both of them are mediums for women to express themselves, and love themselves bravely and wholeheartedly.”

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