Drawing on the qualitative study of three French local governments (Paris, Nantes and the Seine-Saint-Denis department), this article examines the implementation of local antidiscrimination policy during the 2010s. To what extent have these local governments, particularly eager to assert "diversity" values, renegotiated the dominant, colour-blind perspective prevailing at the national level? To address this question, we examined how they used a policy instrument called the 'Diversity Label'. We found that in the three cases, the commitment to the label reinforced both the institutionalization and the managerialization of anti-discrimination policy. Yet, in Nantes and Paris, it also led to a deracialization of anti-discrimination policy-i.e. to the obliteration of its ethno-racial dimension. The Seine-Saint-Denis department, where the majority group tends to become a minority, appears as a contrasting case, as ethno-racial concerns have remained central.