L’Oréal Paris, the world’s largest cosmetics brand, has launched a campaign that will be promoted by its first ever mature creator-led influencers. 

In partnership with Billion Dollar Boy, the leading global creative agency for the influencer age, the campaign, for Age Perfect Golden Age Rosy-Oil Serum, a revitalising oil-serum for mature skin, 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.

One of the creators promoting the Rosy-Oil Serum

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 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.

This effort 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, said: “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 added: “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.”