Not everything revolves around Generation Z. It is the message that L'Oréal wanted to give with this new approach and positioning. The French cosmetic giant, in collaboration with the agency Billion Dollar Boy and ten influencers who are over 45 years old has participated in a new advertising campaign to promote their products for mature skins in Finland, Denmark, Norway, and Switzerland.
Anita, better known by her nickname on Instagram @byladysilver, has been one of the influencers that the brand has contacted to join this advertising action. At 84, his Instagram account has more than 30,000 followers.
The product that is in promotion is the Age Perfect Rosy-Oil Serum which wants to give visibility and also represents 13% of Instagram users who are present on the platform and are ignored by most advertising campaigns. The leader of Social Brand in Norway of the group L'Oréal, Gabriella Ostrenius has assessed the occurrence of this action: "Many anti-aging brands promote the message or the narrative that women when they get older, want to eliminate the trace of their wrinkles. But, with this release, we want to celebrate the courage, positive attitude, confidence, and self-esteem of our consumers with themselves, regardless of their age."