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Helen Mirren Welcomes New ‘Golden Age’ for L’Oréal Age Perfect

McCann EMEA, 7 months, 2 weeks ago

Campaign by McCann London defies attitudes towards older women

Helen Mirren Welcomes New ‘Golden Age’ for L’Oréal Age Perfect

L’Oréal Paris (UK) has released a campaign by McCann London to launch new 'Age Perfect Golden Age', showing Oscar-winning actress and British icon Helen Mirren continuing to challenge and defy attitudes towards older women.                                  

In the TV ad, Helen Mirren hails the beginning of a new ‘Golden Age’ and uses the words “Gold, not old” to highlight the fact that women who have acquired age, wisdom and experience should be valued and cherished. The ad ends with Helen Mirren stating: “We’ve still got it. And we’re still worth it.”

L’Oréal Paris’ latest skincare innovation, 'Age Perfect Golden Age', was created to flatter mature skin tones, to help bring back a rosy glow to cheeks and make skin feel re-cushioned.

The campaign is a follow up to 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 - and includes a suite of online content.

The new campaign, which runs across TV, online, print and outdoor, breaks on Tuesday, February 16th.

Adrien Koskas, General Manager, L’Oréal Paris UK, says: “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.”​



Advertiser: L’Oréal Paris UK

Creative Agency

Account Manager: Eloise Edington

Creative Director: Rob Brown

Copywriter: Rob Brown

Art Director: Andy Tannock

Media Planner: Maxus

Planner: David Frymann

Account Director: Shelley Bowcher

Managing Partner: Lisa Conway

Creative Agency: McCann London

Project Director: Louise Hawthornthwaite

Post Production / VFX

Post Production House: SAINT-LOUIS

Production Company

Directors: Peter Lindbergh

Producer: Sylvie Roselier

Production Company: Why Us

Category: Beauty/health , Cosmetics

Genre: People