{"id":216293,"date":"2023-01-24T08:08:06","date_gmt":"2023-01-24T08:08:06","guid":{"rendered":"https:\/\/theindustry.beauty\/?p=216293"},"modified":"2023-01-24T13:27:56","modified_gmt":"2023-01-24T13:27:56","slug":"loreal-enlists-influencers-over-40-in-new-marketing-campaign","status":"publish","type":"post","link":"https:\/\/theindustry.beauty\/loreal-enlists-influencers-over-40-in-new-marketing-campaign\/","title":{"rendered":"L\u2019Or\u00e9al enlists influencers over 40 in new marketing campaign"},"content":{"rendered":"

L\u2019Or\u00e9al Paris <\/a>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.<\/strong><\/p>\n

This first-of-its-kind marketing campaign taps into the 13% of Instagram users aged 45 and over.<\/p>\n

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.<\/p>\n

According to Statista, influencer spending is set to reach \u00a326.4 billion ($32.5 billion) in 2023, with the majority of this budget going to Instagram.<\/p>\n

L\u2019Or\u00e9al<\/a><\/span> created the campaign in partnership with influencer agency Billion Dollar Boy, aiming to target the Nordics, including Sweden, Denmark, Norway, and Finland.<\/p>\n

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 M\u00e4hk\u00e4.<\/p>\n

\"L'Oreal\"<\/p>\n

The launch of the Rosy-Oil Serum completes the L\u2019Or\u00e9al Paris Age Perfect Golden Age range \u2013 one of the brand\u2019s 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.\u00a0<\/span><\/p>\n

It is available to purchase in the UK at major retailers including Boots<\/a><\/span>, Superdrug<\/a><\/span>, Amazon<\/a><\/span>, and Tesco, <\/a>as well as via Instagram's shopping channel.<\/p>\n

Gabriella Ostrenius, Nordic Social brand Lead at L\u2019Or\u00e9al Paris, commented: \u201cMany 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\u2014no matter what their age.\u201d<\/p>\n

Suzanne Stal, Business Director at Billion Dollar Boy, added: \u201cTo 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%\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

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