The beauty giant is the latest brand to address an age gap in the market
A 2021 study from advocacy organization AARP found that 62% of older people feel ads have unrealistic representation of the over 50s. Forty-seven percent agreed that when ads did feature older people, they simply reinforced negative stereotypes.
According to Hootsuite, around 13% of Instagram’s audience is aged 45 and over. L’Oréal Paris is the latest brand to address this gap in the market with a campaign for its Age Perfect Rosy Oil-Serum, enlisting 10 influencers aged 45 to 84 to promote the product.
Talent ranges from to 65-year-old blogger and model Susanne Histrup to Finnish entrepreneur and author Merja Mähkä.
Gabriella Ostrenius, Nordic social brand lead at L’Oréal Paris, told Adweek: “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.”