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The New Face of Beautiful Aging
By: Nancy Jeffries
Posted: January 8, 2007, from the January 2007 issue of GCI Magazine.
page 3 of 7The TV ads, which feature Keaton in her signature white pantsuit, show the 60-year-old speaking directly to the viewer, sharing her beliefs in aging authentically and using L’Oréal Age Perfect Pro-Calcium Moisturizer to make her skin resilient, more toned and redensified.
“We have had an incredible response from so many women to the news that L’Oréal signed Diane Keaton as a spokesperson,” said Carol Hamilton, president of the L’Oréal Paris division of L’Oreal USA, Inc. “Diane is an exemplary role model for women in every stage of their lives, and especially for women of her generation. She possesses such a luminous beauty and personality, is incredibly smart and truly cares about how women feel about themselves.”
“Advertising is gearing more toward the 40-plus market in the beauty and health arenas, and there has been a real need created by the market,” said Johnson. “Our readers tell us they have never looked better. Most say they never looked this good in their 20s or 30s—and the reason is a focus on nutrition and fitness, better skin care and the self-knowledge and confidence that comes with age.”
Cosmetic companies—including Estée Lauder, L’Oréal, Beiersdorf, Cover Girl and Clarins—are part of a progressive environment that surrounds the marketing and promotion of “The New Face of Beauty,” and products addressing aging skin have gone hand in hand with the personification. Beyond technology and scientific research, however, is the positioning of a product and brand, and the emotional connection that is created with consumers.
On its Web site, Beiersdorf, for example, combines the image of a vibrant, mature woman with research documentation to present a total picture of its latest innovation in antiaging—Nivea Visage DNAge Cell Renewal. A welcoming tag line reads, “Rejuvenate your skin from within. “Getting older is a fact, looking older is now history.” Nivea Visage DNAge Cell Renewal is a system of day, night and eye care products targeting rejuvenation. The formulas contain cell-active folic acid and creatine to stimulate cell renewal from within, protect against future damage and leave skin firmness noticeably improved. Researchers at Beiersdorf say folic acid is involved in DNA synthesis and cell turnover. “The human body cannot produce (folic acid), we must get it from food,” according to Beiersdorf.