The overall color palette is very neutral and the foundation color swatches range from fair skin to darker shades. Aside from the ethnicity of their spokesperson, this demonstrates Loreal's attempt to reach a wider audience. Instead of showing a model with her foundation on, they chose to show their model alongside samples of other colorings. Likewise, the range of colors helps demonstrate that there will be a shade that can match everyone's complexion. The texture of the visuals is not only aesthetically appealing, but also meets the four main criteria women use when choosing foundation, namely whether it is light, creamy, easily applicable and neutral. Whether or not the images are true revelations from the L'Oréal foundation, the consumer believes that they are and is attracted by this feeling. Almost halfway through the ad, the color swatch transitions directly from the model's skin to the white background. This demonstrates consistency of texture on and off the skin, while also affirming that Beyoncé is really wearing her foundation. The overall white background contrasts with all the color swatches as well as the model, helping to enhance the color of the