L'Oreal - YOU Look Great

Client: L'Oreal

The whole beauty industry is obsessed with targeting teens and has overlooked older women despite their spending power. We spotted an opportunity to bring millions of lapsed 55 + female shoppers back into L’Oréal Paris. We would bring them back to the brand by understanding them and appreciating their unique style.

Research revealed that as women age, even a compliment can become an insult: ‘You look good… FOR YOUR AGE’. Ouch!

So we turned to an equally overlooked media channel - print - and partnered with the Mail on Sunday and their weekly supplement YOU - the UK’s highest reaching magazine. Heritage media is often overlooked, but this partnership illustrates its strength.

The hero of our campaign was a special issue of YOU, rebranded to “YOU LOOK GREAT” (full stop).

Despite no new launch, the campaign quadrupled L’Oréal Paris recommendations from older women, led to the highest sales of Age Perfect since 2019, and L’Oréal Paris’s biggest week at Boots ever.