CASE STUDY : In 2015, the UK market for foundation make-up was growing, but the L'Oral Paris True Match brand had been stuck in fifth place for 3 years. It aimed to attract 165,000 new customers and become market leader within a year. Conventional wisdom dictates that mass marketing should focus on the majority for the biggest returns. Unfortunately, this leaves minorities feeling ignored, especially in mass cosmetics. True Match saw an opportunity to recruit consumers who felt excluded from the category because of their skin tone, or the industrys ideas of beauty and functional messaging. L'Oral worked with its partner agency, McCann, aimed to attract new users by communicating that it was a brand consumer could feel close to and offered products that met shoppers' needs.

Please analyze and describe the most efficient ways of bringing back the loyalty and sales by using advertising and marketing skills.

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