L’Oréal Paris has released its first-ever mature creator-led campaign to promote the launch of its “Age Perfect Golden Age Rosy-Oil Serum,” a revitalizing oil serum for mature skin.
L’Oréal gave the spotlight to ten influencers aged 45 and over – the eldest featured influencer in the campaign is Instagram celebrity known as “Lady Silver,” who is 84 years old. Other people involved include 65-year-old blogger and model Susanne Histrup and Finnish entrepreneur and author Merja Mähkä.
The campaign launched at the end of 2022 with Instagram Reels, images and Stories. The creative features close-up shots of each creator, accompanied by voiceovers involving self-affirming “love letters” from the influencers to themselves and their skin.
Created in partnership with influencer agency Billion Dollar Boy, the push is targeting the Nordics, including Sweden, Denmark, Norway and Finland.
Gabriella Ostrenius, Nordic social brand lead at L’Oréal Paris, said:
“We’re delighted to announce our first ever mature creator-led campaign to reach a growing and more tech-savvy mature market and deliver a refreshingly positive message about personal care,
The launch aligns with L’Oréal’s age-inclusive brand values, part of its commitment to diversity and inclusion “Our objective is to be the most inclusive beauty leader and contribute to a society in which everyone can live safely, peacefully and equally”.