In 2015 L’Oréal Paris Age Perfect anti-ageing moisturiser had big ambitions.
However, sales of Age Perfect skincare were down 14% - worse than the market’s decline. Furthermore, there were no exciting product developments on the horizon and many UK women felt little affinity with the brand.
This case details how a powerful insight (women aged 55+ felt invisible) unlocked an idea to celebrate ‘bold, not old’ women. From Age Perfect, ‘The Perfect Age’ campaign with Helen Mirren was born.
The communications won back value share, brought in 78,000 new buyers, and changed brand perceptions. It was estimated that the activity generated a revenue ROI of £2 per £1 invested, rising to £4.50 over the longer-term.