L’Oréal Paris (UK) has released its latest campaign by McCann London starring Oscar-winning actress and British icon Dame Helen Mirren. Launching the new Age Perfect Face, Neck & Décolleté skincare, the campaign continues to challenge attitudes towards older women.
Embodying femininity by playfully encouraging the consumer to ‘reveal a little more’, the campaign defies current cultural expectations to cover up after a certain age. In the TV spot Helen questions, “Why should your skincare stop at your face?” and cheekily concludes, “Tone, tighten…unbutton!”.
The campaign launches with content films including ‘French Lessons with Helen’; her unique take on a French lesson where she reminds British women that we’re a lot more ‘au-fait’ with the language than we might think.
The new campaign launches on Wednesday, March 15th across TV, extensive social, online, print, outdoor and the iconic site at Piccadilly Circus.
Adrien Koskas, General Manager, L’Oréal Paris UK, says: “Through this launch, we’re very proud to celebrate women over 60 and femininity with the genuine wit and humour of our dear Helen Mirren. With ‘French Lessons’ we were able to take her humour one step further - the result is rather cheeky and should work perfectly across social channels to support the campaign”
Lisa Conway, Managing Partner, McCann London, says: “This third chapter in our ongoing Age Perfect campaign is an important reminder that growing up doesn’t necessarily mean covering up. Now is the perfect age to rediscover your femininity and challenge embedded stereotypes.”
Supported by clinical studies, L’Oréal’s latest skincare innovation rehydrates three of the most delicate areas associated with ageing - the face, the neck and décolleté - whilst reducing the appearance of sagging and age spots.