The 'Age Perfect Golden Age Rosy Oil Serum' campaign from L’Oreal Paris is a marketing strategy to promote a new product for mature skin. The product is an oil serum that contains peony native cells, calcium, and vitamin B3 to nourish, firm, and brighten the skin with a rosy glow. The campaign features ten influencers exclusively aged 45 and over, including Anita who is 84 years old. The influencers share self-affirming love letters to themselves and their skin on Instagram, highlighting the benefits of the product and encouraging other mature women to embrace their beauty.
The campaign appeals to the older generation by celebrating their confidence, positivity, and self-love. It also challenges the stereotypes and stigma around aging and beauty, showing that mature women can be radiant and happy with their appearance. The campaign uses Instagram as a platform to reach a growing and more tech-savvy mature market, as well as to inspire younger generations to look forward to aging gracefully. The campaign also leverages the credibility and authenticity of the influencers, who share their personal stories and experiences with the product and their skin.
Senior Self-Care Campaigns
L'Oreal Paris is Celebrating the Aging Consumer with 'Age Perfect'
Trend Themes
1. Age-inclusive Marketing - Opportunity for companies to celebrate and appeal more multigenerational demographics.
2. Credible Influencers - Opportunity for brands to leverage influencers and promote more authentic storytelling.
3. Skincare for Aging Population - Opportunity for the beauty industry to innovate and create new products for mature skin.
Industry Implications
1. Beauty and Personal Care - Industry opportunity to make strides in new product offerings for an aging population.
2. Marketing and Advertising - Industry opportunity to adjust messaging and representation for a more diverse customer base.
3. Social Media and Influencer Marketing - Industry opportunity to collaborate with older influencers and generate more mature content.