In a pioneering move, L’Oreal Paris has taken a significant step towards bridging the age gap in social media marketing by enlisting a group of 10 influencers ranging in age from 45 to 84 to promote its Age Perfect Rosy-Oil Serum. This groundbreaking campaign not only challenges the norms of influencer marketing but also targets a demographic that has been traditionally underrepresented in the digital sphere.
With this campaign, L’Oreal is tapping into the 13% of Instagram users who are aged 45 and above, a demographic often overshadowed by the Millennial and Gen Z populations that dominate the platform. However, the campaign aligns with the fact that Gen Xers are the fastest-growing user group on Instagram, as reported by Statista.
As the influencer marketing landscape continues to evolve, it’s no surprise that influencer spending is projected to reach a staggering £26.4 billion ($32.5 billion) in 2023, with a significant portion of this budget allocated to Instagram. L’Oreal’s collaboration with influencer agency Billion Dollar Boy is a testament to the brand’s commitment to adapting to these changing dynamics.
Scheduled for launch at the end of 2022, the campaign will be unveiled through a combination of Instagram reels, feed posts, and stories. The chosen influencers bring a diverse range of experiences and perspectives to the table. From 48-year-old blogger and model Susanne Histrup to Finnish entrepreneur and author Merja Mähkä, this roster represents a wide spectrum of age groups and achievements.
The campaign coincides with the introduction of the Rosy-Oil Serum, which completes L’Oreal Paris’ Age Perfect Golden Age range—a highly popular franchise in the Nordics. This serum is formulated to rejuvenate mature skin, providing instant hydration. With peony cells to impart a rosy glow and niacinamide to fortify the skin, the serum is available for purchase across major UK retailers such as Boots, Superdrug, Amazon, and Tesco, as well as through Instagram’s shopping channel.
Gabriella Ostrenius, Nordic Social Brand Lead at L’Oréal Paris, expressed the brand’s motivation behind the campaign, stating, “We want to celebrate and encourage the attitude of positivity, confidence, and self-love that our audiences already feel about themselves—no matter what their age.” This approach marks a refreshing departure from the common anti-aging narratives that often focus solely on wrinkle reduction.
Suzanne Stal, Business Director at Billion Dollar Boy, highlighted the campaign’s impressive reach and impact, stating, “To date, we have reached over 1.2 million people, exceeding our KPI by 450%, delivering almost 4 million impressions and achieving an engagement rate of 2.5%.” This early success underscores the significance of embracing age diversity in influencer marketing and speaks to the resonance of the campaign’s message in a rapidly changing digital landscape.
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