L'Oreal signs older stars to promote anti-aging lines

L’Oreal has signed Diane Keaton and Jane Fonda to promote new cosmetics lines.

Diane Keaton is representing the Age Perfect Pro-Calcium skin care line, to be launched in July in the US.

Jane Fonda is to promote its Pro-Calcium's sister product Age Re-Perfect Pro-Calcium, in Europe.

Datamonitor believes that woman over 50 years of age are now the primary targets for the fast-growing cosmeceuticals market, while, growth in the fast-developing anti-aging market is largely being driven by women aged 40-plus.

Revlon's Vital Radiance range that was designed to appeal to women aged 50-plus is currently being represented by Susan Sarandon.

In the UK, Marks and Spencer has been very successful using Twiggy in its advertising. This was slightly different since the ads also contained younger models making them appealing across the age spectrum (age neutral).

I don’t suppose it has missed the advertiser’s attention that this choice of older women also works well with older men.Dick Stroud