Magazine article Marketing
Adwatch: L'Oreal Age Re-Perfect - 'Jane Fonda's Anti-Aging Secret'
You have to hand it to L'Oreal for sheer consistency. Year after year and product launch after product launch, the company adopts the same formula: develop a product that contains a revolutionary, magic ingredient and hire a glamorous celebrity to extol its virtues.
There is merit in this approach. All the women I know can recite the 'Because you're worth it' L'Oreal end-line. They can even imitate the coquettish headshake that so often accompanies the line in commercial after commercial. It is fame, in a world where fame is hard to come by.
The latest campaign for Age Re-Perfect conforms to the L'Oreal rule. In this instance, movie star Jane Fonda is gracing our screens, purring about how Pro Calcium tones and tightens her fragile skin.
Now, any of us women who are battling the onset of lines will be envious of Ms Fonda. She looks good, damn good. And she's almost 70. But somehow, I find it difficult to believe that this comes courtesy solely of a cream in a pot. …