Submitted by Billion Dollar BoyAgency IPI Score 83/100

Rosy Glow

Influencer Marketing

L'Oreal Paris and Billion Dollar Boy cast ten creators aged 45 and over, including an 84-year-old, to launch the Age Perfect Golden Age Rosy-Oil Serum across the Nordics on Instagram.

1.4Mreel plays
3.8Mimpressions
10influencers
14content pieces
2.6%engagement rate
13.6% of 1bn+ monthly active usersShare of Instagram users aged

About the campaign

Beauty marketing on social media defaults to younger faces and an anti-ageing frame, leaving mature consumers either absent from the content they encounter or cast as people with a problem to fix, even though 13.6 percent of Instagram's billion-plus monthly users are 45 or older and Gen X was cited as the platform's fastest-growing user group. To launch the Age Perfect Golden Age Rosy-Oil Serum, the completion of one of L'Oréal Paris's most popular franchises in the Nordics, Billion Dollar Boy made the messenger match the message in what trade press described as the brand's first-ever mature creator-led campaign.

Ten creators, all aged 45 and over and including 84-year-old Anita, wrote and delivered self-affirming love letters to their own skin, a device that shifted the content from testimonial to personal declaration and treated age as a source of confidence rather than a deficit. The campaign ran on Instagram across Sweden, Denmark, Norway and Finland for over six weeks from January 2023, aligned with the festive gifting period, spanning reels with close-up creator footage and voiceovers, static posts and story sets, with organic content amplified through paid boosting and some Stories carrying a shoppable link to purchase.

Performance metrics were not published, but the work was positioned as a step toward closing the age gap in social media marketing.

Case in 60 seconds

L'Oreal Paris needed to launch the Age Perfect Golden Age Rosy-Oil Serum to mature consumers across the Nordics — a segment largely underrepresented in social media marketing despite Gen X being the fastest-growing Instagram user group.

13.6% of Instagram's more than one billion monthly active users are aged 45 and over, and this audience responds to confidence and self-acceptance rather than anti-ageing anxiety — a tone the category rarely uses.

Billion Dollar Boy assembled ten creators exclusively aged 45 and over, including an 84-year-old named Anita, to deliver self-affirming love letters to their own skin — making age the message rather than something to overcome.

The campaign ran on Instagram across Sweden, Denmark, Norway and Finland for over six weeks, with reels, static posts and story sets. Organic creator content was amplified through paid boosting, and some Stories included a shoppable link-to-purchase call-to-action.

Concrete outcome metrics were not published in available sources. The campaign was described by trade press as L'Oreal Paris's first-ever mature creator-led campaign and positioned as a step toward closing the age gap in social media marketing.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Mature consumers in the Nordics — specifically women aged 45 and over who are active on Instagram and represent a growing but underserved segment of the platform's user base. Gen X was cited as the fastest-growing demographic on Instagram despite two-thirds of the platform's users being Millennials or Gen Z.
Beauty marketing on social media defaults to younger faces and an anti-ageing frame. Mature consumers are either absent from the content they encounter or positioned as people with a problem to fix. The campaign worked against this by treating age as a source of confidence and self-knowledge rather than a deficit.
The serum — formulated with peony cells for radiance and niacinamide to strengthen skin — needed to be explained to an audience that was both the product's natural fit and routinely overlooked by the influencer formats used to sell it. Credibility required the messenger to match the message.
L'Oreal Paris positioned the serum as the completion of its Age Perfect Golden Age range, described as one of its most popular franchises in the Nordics. The brand's role was to enable and amplify a positive self-image narrative, with Gabriella Ostrenius, Nordic Social Brand Manager, framing the work around celebrating the confidence, positivity and self-love that come with age.
Asking creators to write and read love letters to their own skin shifted the format from testimonial to personal declaration. This gave each piece of content an emotional specificity that product-feature voiceovers typically lack, and made the casting — real people at real ages — the proof of the message rather than an illustration of it.

Creative & Execution System

Assets & channels

  • Instagram Reels (close-up creator footage with self-affirming voiceovers) — source
  • Instagram Static posts — source
  • Instagram Stories with shoppable link-to-purchase call-to-action — source
  • Paid media boosting layer on organic creator content — source

Partners

  • Billion Dollar Boy (lead creative and influencer agency) — credited by Agility PR, Mobile Marketing Magazine and TheIndustry.beauty

Participation mechanic

  • Creators wrote and delivered personal self-affirming love letters to their own skin as the core content device — source
  • Shoppable Stories linking directly to product purchase for some creators — source

Creator role

  • Ten creators aged 45 and over served as both talent and content producers, each generating their own footage and voiceover — source
  • Eldest creator Anita, aged 84, included in the cast — source

Results & Evidence

MetricValueResult typeConfidence
Share of Instagram users aged 45+ (contextual market13.6% of 1bn+ monthly active usersMarket ContextAgency reported

Why Billion Dollar Boy's strategy worked

  1. 1

    Casting creators who match the target audience in age and life stage makes product claims more credible. Using ten creators all aged 45 and over — including an 84-year-old — meant the serum's mature-skin positioning was embodied rather than stated.

  2. 2

    The self-affirming love-letter device reframed a product-education brief as a personal emotional declaration, which is a more shareable and distinctive content format than a straight ingredient demonstration. The festive-period timing reinforced the self-care and gifting context.

  3. 3

    Running organic creator content alongside a paid boosting layer and shoppable Stories shows a dual-objective architecture: awareness through organic reach and conversion through paid amplification and direct purchase links.

  4. 4

    Targeting a platform channel where Gen X is the fastest-growing user group — even if not the dominant one by volume — can reveal an audience with lower creator competition and higher message resonance.

  5. 5

    Trade press positioned the campaign as L'Oreal Paris's first mature creator-led campaign, which itself generated earned attention. A genuine category first — cast age — created a PR story layered on top of the paid media activity.

Related Case studies