L’Oréal Paris announces its first ever mature creator-led campaign to promote the launch of its Age Perfect Golden Age Rosy-Oil Serum

by | Jan 11, 2023

 L’Oréal Paris, the world’s largest cosmetics brand, launches its Age Perfect Golden Age Rosy-Oil Serum, a revitalising oil-serum for mature skin, promoted by its first ever mature creator-led campaign.

In partnership with Billion Dollar Boy, the leading global creative agency for the influencer age, the campaign features ten influencers exclusively aged 45 and over – including the eldest, Anita, aged 84.

With more than one billion monthly active users on Instagram worldwide, and more than one in ten (13.6%) aged 45 and over, Instagram represents a significant and growing opportunity for Instagram to reach the mature market.

Live across the platform, the campaign targets the Nordics – including Sweden, Denmark, Norway and Finland – and is designed to educate consumers on the benefits of the serum’s ingredients for mature skin, raise awareness of the product and generate sales.

The launch of the Rosy-Oil Serum completes the L’Oréal Paris Age Perfect Golden Age range – one of the brand’s most popular franchises in the Nordics. The Rosy-Oil Serum is formulated for nourishment, radiance and firmness. The ultra-rich and comforting oil-serum revitalises mature skin and instantly hydrates, with peony cells to help give that rosy glow and niacinamide to help strengthen the skin.

The campaign launches with reels, static content and story sets, featuring close-up shots of each creator, and is accompanied by voice overs involving self-affirming love letters from the creators to themselves and their skin.

The campaign is supported by a paid media boosting strategy to drive sales, including Stories from some creators featuring a link to shop call-to-action. In total, the campaign lasts over six weeks, covering the key festive season.

The L’Oréal Paris Age Perfect Golden Age Rosy-Oil Serum is available to purchase in all European markets including the Nordics and UK at major retailers including Boots, Superdrug, Amazon and Tesco at £20 RRP.

Gabriella Ostrenius, Nordic Social Brand Manager L’Oréal Paris MASS, comments:

“While a few fine lines should be celebrated as a sign of a life well-lived, no one wants to see their glow go. Our Rosy Glow Oil-Serum celebrates and encourages the confidence, positivity and self-love that comes with age. 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.”

Permele Doyle, Founder and President of Billion Dollar Boy adds:

“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. 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 audience with highly visual creator content.”

To view the product, visit the website here: https://www.loreal-paris.co.uk/age-perfect/golden-age/rosy-oil-serum

About L’Oréal

L’Oréal Paris is the world’s leading cosmetics brand, making the luxury beauty available and accessible to everyone. From makeup and skincare to haircare and hair colour, our pioneering spirit leads our scientific excellence and restless innovation. We have been committed to safety, efficacy and quality for more than 110 years. As a brand which has always championed and celebrated women’s empowerment, L’Oréal Paris challenges stereotypes with a modern vision of femininity. Indeed, we support all women on their journey to fulfil themselves according to their own rules and desires.

About Billion Dollar Boy

Billion Dollar Boy (BDB) is a global creative agency for the influencer age, using industry-leading tech solutions to deliver integrated, creator-led advertising and end-to-end campaign management.

Founded in 2014 by Edward East, alongside co-founders Thomas Walters and Permele Doyle, Billion Dollar Boy was among the first global influencer agencies and now has offices in London, New York and New Orleans.

Since its inception, BDB has partnered with some of the world’s leading brands – including Heineken, King, Nintendo, PepsiCo and L’Oréal – connecting them with more than 10,000 vetted content creators and reaching over 10 billion users globally.

BDB client campaigns have been awarded at the 2022 Cannes Lions, Influencer Marketing Awards, Webby Awards, The Drum Awards and Adweek.

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