Influencer at 84: L’Oréal Paris’ first mature creator campaign

The mature market is a growing opportunity on social. L’Oreal launches its first mature creator-led campaign with 10 creators over 45.

Cosmetics brand L’Oréal Paris launches its Age Perfect Golden Age Rosy-Oil Serum promoted by its first ever mature creator-led campaign.

The campaign targets the Nordics (Sweden, Denmark, Norway and Finland) and features 10 influencers exclusively aged 45 and over, including the eldest, Anita, aged 84.

More than one in ten (13.6%) of Instagram’s one billion monthly active users worldwide are aged 45 and over, signifying the growing opportunity for the mature market.

Gabriella Ostrenius, Nordic Social Brand Manager, L’Oréal Paris MASS, commented: “We’re delighted to announce our first mature creator-led campaign, to reach a growing and more tech-savvy mature market and deliver a refreshingly positive message about personal care.”

It’s not all Gen Z

In partnership with global creative agency Billion Dollar Boy, the campaign uses the 10 creators to educate consumers on the benefits of the serum’s ingredients for mature skin, raise awareness of the product and generate sales.

The campaign launches with Reels, static content and story sets, featuring close-up shots of the creators, and voiceovers from each.

It is supported by a paid media boosting strategy to drive sales, including Stories from some creators featuring a linked call-to-action to shop.

“In [L’Oreal Paris’s] progressive spirit we’re delighted to support its first ever mature creator-led campaign,” added Permele Doyle, Founder and President of Billion Dollar Boy. “The number of mature consumers on social media is growing and we believe Instagram offers the cosmetics industry an innovative new opportunity to capture and energise audiences with highly visual creator content.”


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