L’Oréal Paris runs multiple UK campaigns featuring different faces depending on the product line and target audience. The most talked-about recent campaigns include Gillian Anderson as a global ambassador and a groundbreaking mature creator-led campaign featuring ten influencers aged 45 and over. Here is who appears in which advert.
Gillian Anderson as L’Oréal Paris global ambassador
Gillian Anderson joined L’Oréal Paris as a global ambassador, representing the brand’s mission to empower women to celebrate their beauty at every age. The actress, known for roles in The X-Files, The Crown, and Sex Education, has won two Emmys, two Golden Globes, and four SAG Awards, and received an honorary OBE in 2016 for her services to drama.
Anderson’s partnership with L’Oréal Paris aligns with her activism around women’s empowerment and her work challenging conventional narratives about women and ageing. She has supported organisations including The Feminist Majority Foundation, Planned Parenthood, and Wellbeing of Women in the UK, and co-authored the book WE: A Manifesto for Women Everywhere in 2017.
Delphine Viguier-Hovasse, L’Oréal Paris Global President, said: “Not only is she a true icon with a decades-long career that spans stage and screen, but she shares our mission at L’Oréal Paris to empower women to celebrate their beauty at every age.”
The mature creator-led campaign: ten influencers aged 45 and over
L’Oréal Paris launched its first-ever mature creator-led campaign to promote the Age Perfect Golden Age Rosy-Oil Serum, a revitalising oil serum for mature skin. The campaign featured ten influencers aged 45 and over, with the eldest being Instagram celebrity “Lady Silver,” who is 84 years old.
Other participants included 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, created in partnership with influencer agency Billion Dollar Boy.
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. The campaign targeted the Nordics, including Sweden, Denmark, Norway and Finland.
Why L’Oréal Paris is focusing on older audiences
The mature influencer campaign addresses a significant gap in social media marketing. Despite two-thirds of Instagram users falling into the Millennial or Gen Z categories, Gen Xers are the fastest-growing group of users on Instagram. The campaign taps into the 13% of Instagram users aged 45 and over.
Gabriella Ostrenius, Nordic Social Brand Lead at L’Oréal Paris, explained: “Many anti-aging brands promote the narrative that older women are focusing on trying to get rid of wrinkles. But, with the launch of our Rosy Oil-Serum, we want to celebrate and encourage the attitude of positivity, confidence and self-love that our audiences already feels about themselves,no matter what their age.”
The approach reflects L’Oréal’s broader commitment to diversity and inclusion, with the objective “to be the most inclusive beauty leader and contribute to a society in which everyone can live safely, peacefully and equally”.
How to identify which L’Oréal advert you have seen
L’Oréal Paris runs product-specific campaigns rather than one universal advert, which means the face you see depends on the product line, channel, and target demographic. For the Gillian Anderson content, search L’Oréal Paris UK’s official channels alongside her name. For the mature influencer campaign featuring Lady Silver and others, the content primarily ran on Instagram across the Nordic markets from late 2022 onwards.
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