L’OrÃ©al Paris is launching a range of skincare products for the mature market, to be sold under the PlÃ©nitude brand name.
The products, designed to meet the needs of “mature skin”, will be called PlÃ©nitude 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 PlÃ©nitude skincare range this year.
The advertising for the PlÃ©nitude range has been created by Publicis, with media buying through Universal McCann.
Targeted at women aged over 60, the PlÃ©nitude 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’OrÃ©al 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’OrÃ©al 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 PlÃ©nitude range with the launch of Hydrafresh foaming and cleansing gels and make-up removers.