How L’Oreal Paris Age Perfect transformed its fortunes by showing older women they’re still worth it

IPA Effectiveness Awards Case Study 2016


In 2015 L’Oreal 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.

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“The success of a consumer insight-led approach has given us an additional frame of reference going forward - changing the lens from starting with a product portfolio (e.g. skincare) to looking at our audience portfolios. Having cracked the platform for our ‘Perfect Agers’, next up is Gen X and Millennials.”

Adrien Koskas, General Manager
L'Oreal Paris

Winners 2016

Silver Winner

Title

How L’Oreal Paris Age Perfect transformed its fortunes by showing older women they’re still worth it

Brand

L'Oreal Paris Age Perfect

Client

L'Oreal Paris

Agency

McCann London

Principal Authors

  • Emily Ellis - McCann London
  • Vasileios Kourakis - L'Oreal UK

Contributing Authors

  • David Frymann - McCann London

Credited Companies

  • McCann London - Creative Agency
  • Maxus - Media Agency

With a well founded consumer insight of 50+ women’s social invisibility, this case managed to grow a declining brand in a declining market, which had a halo effect on the whole skincare portfolio. Jan Gooding, Aviva

Shortlist 2018

Silver Winner

Title

How L’Oreal Paris Age Perfect transformed its fortunes by showing older women they’re still worth it

Brand

L'Oreal Paris Age Perfect

Client

L'Oreal Paris

Agency

McCann London

Principal Authors

  • Emily Ellis - McCann London
  • Vasileios Kourakis - L'Oreal UK

Contributing Authors

  • David Frymann - McCann London

Credited Companies

  • McCann London - Creative Agency
  • Maxus - Media Agency

With a well founded consumer insight of 50+ women’s social invisibility, this case managed to grow a declining brand in a declining market, which had a halo effect on the whole skincare portfolio. Jan Gooding, Aviva

How L’Oreal Paris Age Perfect transformed its fortunes by showing older women they’re still worth it

IPA Effectiveness Awards Case Study 2016


In 2015 L’Oreal 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.

Click to purchase this case study >