Anti-wrinkle, lifting effect, collagen… Too often, women are encouraged to cover themselves with creams and concoctions that delay the effects of time on the epidermis. Lancôme was looking to differentiate itself from brands who put a premium on youth, and invite Canadian women to proudly reveal their age on social media by joining the #loveyourage movement.
As part of Lancôme’s international campaign and in response to its global brand video with icons including Penelope Cruz, Kate Winslet, Lupita Nyongo and Lily Collins, Made in teamed up with seven bloggers to create a #loveyourage video in Québec. The seven influencers who took part in the shoot shared their experience on Instagram to pique the curiosity of their communities around the project and prompt them to join the movement.
A few days after the shoot, the bloggers were invited to publish a #loveyourage blog article in which they shared their views on beauty. For them, beauty and youth were synonymous with feeling comfortable in their own skin, confidence, and getting to know yourself better… Their content showed that beauty goes well beyond one’s looks.
Audience reactions were extremely positive. The 13 posts generated over 13,000 likes and the comments under each of them showed that the campaign’s core message came across powerfully.