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.
In collaboration with Billion Dollar Boy, an award-winning global creative agency, L’Oréal Paris gave the spotlight to ten influencers aged 45 and above for the first time. The eldest featured influencer in the campaign is Instagram celebrity Anita, also known as “Lady Silver,” who is 84 years old.
“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,” stated Gabriella Ostrenius, L’Oréal Paris’ Nordic Social Media Branch Manager.
While influencer-based marketing campaigns are not new to L’Oréal Paris, this one is sure to make a splash worldwide. Research shows that less than 10% of all ads portray people over the age of 65, which is even more prominent in the beauty industry.
Currently, the campaign primarily targets Nordic countries, such as Sweden, Denmark, Norway and Finland.
The brand’s marketing strategy focuses more on user-generated content (UGC), such as reels, static ads and stories posted by the featured influencers. The stories include voiceovers of the content creators who penned empowering love letters from themselves to their skin.
The beauty giant believes Instagram can offer the cosmetics industry “an innovative new opportunity” to capture and energize their audiences with "highly visual creator content."
The L’Oréal Paris Age Perfect, Golden Age range, has been particularly popular in the Nordic countries, which makes this area the perfect target audience for the cosmetics brand to test its first mature creator-led campaign.
“L’Oreal Paris is continually pioneering new ways to improve personal care. In that progressive spirit, we’re delighted to support its first-ever mature creator-led campaign,” Permele Doyle, Founder and President of Billion Dollar Baby, stated.
