L’Oréal enlists influencers over 40 in new marketing campaign

L’Oréal Paris is helping to address the age gap in social media marketing by enlisting 10 influencers aged 45-84 to promote its Age Perfect Rosy-Oil Serum.

This first-of-its-kind marketing campaign taps into the 13% of Instagram users aged 45 and over.

Despite two-thirds of the social media app's users falling into the Millennial of Gen Z categories, Gen Xers are the fastest-growing group of users on Instagram.

According to Statista, influencer spending is set to reach £26.4 billion ($32.5 billion) in 2023, with the majority of this budget going to Instagram.

L’Oréal created the campaign in partnership with influencer agency Billion Dollar Boy, aiming to target the Nordics, including Sweden, Denmark, Norway, and Finland.

Launching at the end of 2022, the campaign entices customers via Instagram reels, feed posts, and stories. Influencer talent ranges from 48-year-old blogger and model Susanne Histrup to Finnish entrepreneur and author Merja Mähkä.

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 helping to give a rosy glow and niacinamide to help strengthen the skin. 

It is available to purchase in the UK at major retailers including Boots, Superdrug, Amazon, and Tesco, as well as via Instagram's shopping channel.

Gabriella Ostrenius, Nordic Social brand Lead at L’Oréal Paris, commented: “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.”

Suzanne Stal, Business Director at Billion Dollar Boy, added: “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%”