By John Glenday | Reporter

August 13, 2018 | 2 min read

Cosmetics giant L’Oreal has commissioned a new miniseries to promote its ‘Magic Retouch’ products as the solution to grey roots.

Devised as a humorous take on an issue believed to affect 60% of women in Britain, the campaign eschews traditional advertising to bring the Roots Family to life.

Starring L’Oreal ambassadors including Helen Mirren and Andie MacDowell, it draws attention to L’Oreal’s solution, a spray on ointment said to hide colourless roots in a matter of seconds.

In a statement the brand wrote: “Meet the Roots Family: a quirky, humorous family with just one thing in common, a genetic root problem… From matriarch Maxine (Helen Mirren) to her drama queen daughter-in-law (Morena Baccarin), her narcissistic son Maxwell (Jonathan Saxby) – and their twins Mary and Mallory (Inka and Neele Hoeper).

“Even spoilt Aunt Marilyn (Andie MacDowell) and her daughters – little miss perfect Meredith (Aja Naomi King) and control freak Margaret (Luma Grothe) were stuck in a seriously rooty rut.”

The Roots family miniseries premieres today in the UK on TV, YouTube, Facebook and print advertising.

Mirren hasn't always been on message in so far as L'Oreal is concerned, having previously shared her suspicions that its moisturiser range 'probably does fuck all'.

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