L’Oréal Paris UK) has partnered with Helen Mirren to launch a new campaign which challenges attitudes towards older women.
The campaign, created by McCann London, hails the beginning of a new ‘Golden Age’ and sees Helen Mirren put a new spin on the brand’s renowned mission statement with: “We’ve still got it. And we’re still worth it.”
Using the words ‘Gold, not old’ the cosmetics and beauty company is aiming to highlight the fact that older women possess wisdom and experience which should be valued and cherished.
The approach will promote L’Oréal Paris’ latest skincare innovation ‘Age Perfect Golden Age’ which it says has been designed to “flatter mature skin tones, to help bring back a rosy glow to cheeks and make skin feel re-cushioned.”
The move builds on last year’s L’Oréal Paris 'Age Perfect' campaign which introduced Helen Mirren as a spokesperson for the brand and highlighted how women can begin to feel invisible when they get older.
Adrien Koskas, general manager for L’Oréal Paris UK, said: “We’re proud that Helen Mirren once again takes a stand to help women be more visible, whilst reminding us all that they still have a voice and shouldn’t be afraid to use it.”
The campaign will run across TV, online, print and outdoor, breaks from tomorrow (16 February).