L’Oréal Paris
Age Perfect
Campaign
Beauty & Fashion
Challenge
For too long, beauty advertising has ignored the power of women over 55. Despite making up 35% of the skincare category, they appear in just 1% of media. The result? A steady decline in Age Perfect shoppers and a growing disengagement from skincare altogether. L’Oréal Paris came to us with a mission: rebuild brand relevance, drive retail sales, and make Age Perfect matter again.
Cultural insight
Beauty has no expiry date, yet the world tells women that beauty fades with time. But the truth? It evolves, deepens, and becomes even more powerful. Real beauty isn’t just about how you look - it’s about feeling confident, embracing wisdom, and owning your story. Our strategy chose to flip this outdated narrative and celebrate what aging really looks like: strength, self-assurance, and authenticity.
Disruption
ENTER THE PHRASE EVERY WOMAN OVER 50 HAS HEARD: “YOU LOOK GREAT, FOR YOUR AGE” - A BACKHANDED COMPLIMENT THAT ACTUALLY REINFORCES OUTDATED BEAUTY STANDARDS.
So, we decided to reclaim it. We put powerhouse women Jessica Rowe, Nadine Bush, and Penny Hill front and center, sharing their lived experiences and stories that aren’t just relatable; they are a battle cry for others to do better. Because beauty isn’t about looking younger - it’s about looking like you. This wasn’t just a campaign. It was a movement. Women saw themselves reflected in the story, and they responded fast. Within two weeks of launch, Age Perfect sales skyrocketed +50% proof that when you disrupt culture in the right way, you don’t just get attention. You get results.
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Agency Delivery
Concept development
Influencer strategy
Video production
Photography production
Campaign production
Storyboarding
Art Direction
Preproduction
L’Oréal Paris - Age Perfect (Australia)
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L’Oréal Paris - Age Perfect (TVC)
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