Nigerian artist Johnny Drille joins TECNO’s global #ToneProud campaign

Johnny Drille joins the likes of Indonesian-French singer and songwriter Anggun, Saudi Arabian filmmaker and actress Fatima Al-Banawi and Polish actress Ewa Kępys.

The initiative, which introduces TECNO’s 268 skin tone database, forms part of a commitment to bias-free imaging technologies and fair representation for every skin tone. Specifically, it seeks to highlight skin tone diversity, especially in overlooked emerging markets.

TECNO’s constantly expanding skin tone database was developed with colour science experts from leading global universities, allowing the company’s universal tone’s algorithms to “accurately detect, analyse and render skin tones.

“By scientifically classifying and coding skin tones, TECNO addresses biases in colour restoration and enhances its Universal Tone technology, encouraging consumers to celebrate and take pride in skin tone diversity around the world,” a statement said. 

In a film exploring the subject of being #ToneProud released to mark the start of the campaign, the celebrities share their experiences of having their skin tones misrepresented, and their belief that technology should support diverse skin tones and true colour.

“Knowing that there are 268 skin tone patches alone is a testament to individuality. In a world that tries to box us into narrow categories, it’s a small but profound way of saying you’re unique. So be proud and tell your story,” Johnny Drille said.

In a separate announcement to his Instagram followers, he added: “It’s clearer than ever that we all want to see ourselves accurately reflected. After seeing so many shades of me across various platforms, I’m happy to finally share my involvement in TECNO’s #ToneProud campaign, which aims to end skin tone misrepresentation.

“In short, goodbye misrepresentation; hello to a more authentic Johnny Drille. But it’s not just about me – it’s about celebrating and empowering every shade of African skin.”

 “Over many years, TECNO has attached great importance to consumer research, and so we understand that skin tone misrepresentation (and underrepresentation) is an issue of real significance for our consumers especially in the emerging markets,” TECNO general manager Jack Guo said. “Through the #ToneProud campaign, we are standing with consumers, especially the misrepresented or underrepresented consumers, to make the case for greater inclusivity, while at the same time continuing to heavily invest in imaging R&D to innovate technologies to make a real impact on this problem.”