L’Oréal unveils grey Plénitude

L’Oréal Paris is launching a range of skincare products for the mature market, to be sold under the Plénitude brand name.

L’Oréal Paris is launching a range of skincare products for the mature market, to be sold under the Plénitude brand name.

The products, designed to meet the needs of “mature skin”, will be called Plénitude Age Perfect. They will be supported by a £3m advertising campaign, which breaks this week and features 52 year-old model Dayle Haddon. The spend forms part of the £6.8m L’Oreal has earmarked for TV and press advertising across the Plénitude skincare range this year.

The advertising for the Plénitude range has been created by Publicis, with media buying through Universal McCann.

Targeted at women aged over 60, the Plénitude Age Perfect range comprises a day cream priced at £8.99 for a 50ml pot, a night cream costing £9.49 for a 50ml pot and an anti-age-spot treatment, available in a 30ml pump for £9.49.

A spokeswoman for L’Oréal Paris says: “Age Perfect is a major innovation, since it includes the company’s patented technology – Dermo-Peptide, to firm up the fabric of the skin and prevent sagging.”

Earlier this year, L’Oréal launched a range of home hair colourants, Grey Chic, also aimed at the older market (MW August 10).

The haircare and skincare giant is also extending its Plénitude range with the launch of Hydrafresh foaming and cleansing gels and make-up removers.

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