THE PROBLEM
Did you know that most imaging technology remains optimised for the portrayal of fair Caucasian skin? As a result, many smartphones today struggle to accurately capture the skin tones of all ethnicities, while popular image filters often exacerbate the problem by further distorting natural tones.
“Systemic racism is rife and continues to mutate into new forms—including in new technologies, where algorithms can amplify discrimination.
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The Truth
Regrettably, mass media has played a major role in perpetuating this colour-distorted ideal of beauty. By promoting and reinforcing these narrow standards, it has systematically marginalised diverse skin tones, leading to harmful stereotypes and widespread misrepresentation.
But there is hope for change.
Recognising the limitations of modern AI-driven smartphone cameras—tools that are only as good as the data they are trained on—Chinese company TECNO Mobile developed Universal Tone. This groundbreaking imaging technology, built on extensive research into human complexions, recognises 268 diverse skin tones—arguably the most diverse and unbiased standard yet.
How can we get people to embrace this inclusive technology and their true colours?
OUR IDEA
We helped TECNO launch #268ToneProud, a social-first campaign that empowers people worldwide to authentically represent themselves through accurate skin tone capture.
Given that celebrities are often seen as representatives of their race, country, and community, and their portrayal in the media significantly influences public perceptions of beauty, we partnered with three prominent figures: Indonesian-born singer-songwriter Anggun; actor, director, and screenwriter Fatima Al-Banawi; and Nigerian musician Johnny Drille.
These partnerships targeted key markets in Asia, the Middle East, and Africa.
Through an initial post on their Instagram accounts, each celebrity highlighted the pervasiveness of skin tone misrepresentation, sharing personal examples (altered pictures) from their experiences in mass media. They tagged media connections, enlisting their support in addressing the issue, sparking conversation and buzz.
In a follow-up post, each celebrity revealed that TECNO had responded to their call for greater inclusivity by introducing Universal Tone as a solution. They shared a photo featuring a unique HEX code representing their natural skin colour—derived through Universal Tone—which media outlets could use as a reference for balancing their skin tone in images. These key visuals were later applied to OOH media, driving further awareness.
In a final post, the celebrities shared a video that delves into their personal stories of misrepresentation and their experience with Universal Tone, emphasising how the technology helps reverse the issue and fosters diversity through accessible, inclusive photography.
“Beauty is not just black or white; it’s every shade in between and beyond.”
— Anggun, Indonesian-Born Singer-Songwriter
“Every skin tone deserves a stage. When more skin tones are celebrated, more opportunities will come.”
—Fatima Al-Banawi, Saudi Arabian Actor, Director, and Screenwriter
“People in Africa deserve to be seen and heard in the best way possible.”
—Johnny Drille, Nigerian Musician
268ToneProud.com
With a clear call to action, each video directed viewers to 268ToneProud.com, our campaign microsite, where they could learn more about the impact of Universal Tone’s three AI technologies for unbiased, true-to-life photo-portraits:
Multi-Skin Tone Restoration Engine uses the largest and most diverse collection of skin tone data ever compiled. It fine-tunes algorithms to eliminate bias, ensuring that every unique shade is beautifully and accurately depicted.
Local Tuning Engine harmonises subjects with their environment by adjusting for local lighting and colour temperatures. It ensures that every photo captures the true essence of people and their surroundings, tailored to different regions and countries.
AI-Powered Computational Portrait Engine delivers personalised portraits that align with regional aesthetics and cultural preferences. It enhances skin tones, textures, and beauty features, ensuring every photo celebrates people’s unique beauty.
“… we want to convey our mission behind Universal Tone, which is to redefine portrait photography, making it a truly inclusive and emotional experience. We aim to ensure that every individual, regardless of skin tone, feels seen and included through the lens of our technology.
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Building on the world’s most diverse skin tone database to end skin tone misrepresentation
Visitors to 268ToneProud.com could also discover their own skin tone—immortalised as a custom HEX code—via a web app that replicates the Universal Tone experience.
