L’Oréal Paris  spokeswomen and actresses Amber Heard, Courteney Cox and Julianne Moore are featured in the campaign which debuted as a commercial during the Golden Globes broadcast on Jan. 6, 2019. It will go live on social, digital and in print media over the following months.

Additionally, with the debut of new Elvive Rapid Reviver Deep Conditioners, the brand also unveiled its #StopWaiting campaign during the broadcast. “Rooted in celebrating women who stopped waiting—whether that was to take action, find their voice or pursue a passion,” spokeswomen Camila Cabello, Eva Longoria and Amber Heard joined fans on social media in sharing their own #StopWaiting stories during the Awards show, animated with the brand’s first-ever GIPHY sticker.

When Superior Preference launched in 1973, it introduced the brand’s “Because I’m Worth It” tagline.

“Since launching over 40 years ago, Superior Preference has stood for more than just hair color. Its message of empowerment and championing women is more relevant today than ever before,” said Anne Marie Nelson-Bogle, senior vice president, marketing. “With this new campaign, we want to inspire women to powerfully own it across all facets of their life – from their personal and professional passions to their approach to beauty, including their hair color.”

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According to L’Oreal Paris research, 70% of women over 55 say they feel invisible in society, 87% say they are unrepresented in advertising, and 70% also feel invisible to the beauty industry.

In response, L’Oreal Paris has announced that it has created its very own Golden Squad, a group of women ‘celebrated for their esteemed careers in film and entertainment coming together to deliver a strong message to women over 50: “Bolder than Ever!”,’ says Adrien Koskas, Managing Director for L’Oreal Paris UKI consumer products division.

Jane Fonda, Helen Mirren, Julianne Moore, Isabelle Adjani, Iris Berben and Vanessa Williams –all over the age of 50, feature in the new campaign which is part of their Age Perfect range of products which includes skincare, makeup and haircare.

‘I applaud L’Oréal Paris for embracing the fact that women want to look as good as they can at whatever age that they are,’ enthused Mirren, 72, leading the group in a gold biker jacket worn with a black dress and pink socks under red stilettos. The Prime Suspect star joins together with fellow actresses Jane Fonda, 80, looking chic in a black blazer and leather pants, and Julianne Moore, 57, who went for a more casual look in a black jacket, white t-shirt and jeans in the campaign shot by L’Oreal.

Mirren, Fonda and Moore have all been ambassadors for the brand before. New faces include French actress Isabelle Adjani, 63, and German Actress Iris Berben, 67, who is shot alongside American singer and actress Vanessa Williams, 55. 

Mirren added, ‘You do have to be brave. When people say “getting old is not for pussies”, there’s a certain amount of truth to that.’

Fonda suggested, ‘You have to be brave and not so invested in looking the way you used to but try to look as good as you can at the age that you are.’

Photo by L’Oreal.

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