The collection is a range of four foundation products to suit each different skin type. Each is available in a range of different shades designed to suit all skin tones.
The direct mail drive, through Tullo Marshall Warren, is going out to 170,000 known foundation users sourced from L'Oreal's and rival's customer databases. It aims to position the collection at the top end of the mass-market cosmetic sector.
Lisa Spisto, account supervisor at Tullo Marshall Warren, said: "It is important to establish L'Oreal as a major foundation provider. We have a sophisticated data strategy, targeting a combination of competitor foundation users and existing L'Oreal customers.
The pack will contain samples from the Foundation Collection, so that recipients can work out which shade and product is right for their skin type. The pack also contains a money-off coupon, which will allow the success of the campaign to be monitored.
Lucia Mizzioni, product manager at foundation at L'Oreal, said: "The objective of the campaign is not only to create awareness of the foundation range but also to drive product trial and purchase."
The mailing will also include advice from L'Oreal make-up artist Caroline Barnes on how to pick the right shade of foundation and the best way to apply it.
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