How L'Oréal Paris Age Perfect transformed its fortunes by showing older women that they are still 'worth it'

This case study shows how L'Oréal, a personal care brand, increased sales and brand awareness in the UK by using a brand ambassador to engage an undervalued consumer group.

How L'Oreal Paris Age Perfect transformed its fortunes by showing older women that they are still 'worth it'

Principal authors: Emily Ellis, McCann London; Vasileios Kourakis, L'Oréal UKContributing author: David Frymann, McCann London

Introduction:

In recent years the UK skincare category had become highly competitive and fragmented, and in 2014 it was declining in sales value. This paper will show how, despite having no new product development, L'Oréal Paris Age Perfect anti-ageing moisturiser made a come back by becoming the standard-bearer for a "forgotten" generation.

By harnessing a powerful insight, we shifted perception of L'Oréal Paris from a brand...

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