L’Oréal Paris – Embracing Ageless Beauty

organisations
Written By David Drakeley

Challenge

The beauty industry often focuses on youth, overlooking the desires and needs of women aged 50 and above who seek products that resonate with their stage in life.

Action

L’Oréal Paris launched the “Age Perfect” line, specifically formulated for mature skin. To authentically represent this demographic, they appointed Helen Mirren, then 69, as the brand ambassador, challenging traditional beauty norms and celebrating age diversity. WARC | Marketing Effectiveness

Result

The campaign resonated globally, enhancing brand perception among older consumers and contributing to increased sales in the mature skin segment. It also sparked industry-wide discussions on age representation in beauty marketing.

David Drakeley http://bitterlemoncreative.co.uk
Previous

The Surgeon Who Swapped Scalpel for Chisel” – Rediscovering Joy
Next

Schneider: “Midlife, Recharged: How Schneider Electric Powers Careers Beyond 50”