Magazine article Marketing

Adwatch: L'Oreal Age Re-Perfect - 'Pro-Calcium Night'

Magazine article Marketing

Adwatch: L'Oreal Age Re-Perfect - 'Pro-Calcium Night'

Article excerpt

'We're worth it' declares L'Oreal's latest ad. I'm sure that the millions of consumers of beauty products such as this enjoy the reassurance that yes, they are, and rightly so. If a lotion in a bottle can manage the signs of ageing otherwise kept at bay with a hypodermic full of botulin, who wouldn't think it was worth it?

But the unasked question behind all that is whether the product is worth it. Anyone who saw a recent edition of Horizon, in which a scientist tested a range of beauty products, will know that many of their claims simply don't hold water - unless, of course, you're talking about their ingredients, in which case, water often tops the list.

This commercial features Jane Fonda in a lovely pair of gold silk pyjamas. She is padding about her swanky NYC apartment, extolling the virtues of something called Age Re-Perfect Pro-Calcium Night. She looks good, and for women over 60, she must be an excellent role model. Congrats to the casting director - and the client - for signing that cheque. But as the adage predicts, this ad's beauty is surely only skin deep. …

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