For its new campaign that spotlights the Age Perfect Rosy Oil-Serum, L’Oréal Paris taps 10 Boomer and Gen X influencers to address an age gap in the beauty industry. Individuals between the ages of 45 and 84 are now promoting the brand’s new formula on Instagram. This is also strategic in the sense that Gen Xers are reportedly “the fastest growing group of any users” on apps like Instagram.
The connection between Gen X influencers and L’Oréal Paris is facilitated with the help of influencer agency Billion Dollar Boy. The initiative officially launched at the end of 2022. The content creators are utilizing Instagram Reels, images, and Stories to showcase the product and provide voiceovers with “self-affirming ‘love letters’ from the influencers to themselves and their skin.”
Image Credit: L’Oréal Paris
