Lancome has debuted an Instagram ad campaign featuring celebrity spokesmodels in their 20s, 30s, and 40s. Lancome teased the ad campaign on Instagram last week before finally revealing its full scope.
After posting individual shots of Lupita Nyong’o, Lilly Collins, Kate Winslet, and Penelope Cruz on the company Instagram account with bottles of Advanced Génifique serum, Lancome published a compilation image of the four actresses, captioning the image, “Beauty is not about hiding your age, it’s about embracing it. Do you #LoveYourAge? Tag your beautiful friends and stand proud!” Lancome inscribed each photo with the actress’s age, dubbing the numbers “years young” in lieu of the traditional — and somewhat more ageist — phrasing “years old”.
Beauty is not about hiding your age, it’s about embracing it. Do you #LoveYourAge?
Lancome’s Advanced Génifique serum is marketed towards women of any skin type regardless of their age, in stark contrast to the industry standard of advertising anti-aging “miracle products” and potions to women of a certain age. Instead, Lancome’s serum and ad campaign itself seem to herald the message that beauty is timeless, and radiant skin isn’t a covetable condition reserved solely for those in their 20s.