L$$Or$$al recognizes that women$$s concepts of beauty are evolving, and older women increasingly prefer age$-$appro$-$priate beauty products that address their specific needs. L$$Or$$al$$s Age Perfect range offers many products that cater to such

needs, including Excellence Hair Color, Cell Renewal Day Cream, Glow Renewal Day$/$Night Cream, and Eye Renewal Eye Cream.

For its Age Perfect range, L$$Or$$al partnered with the acclaimed Oscar winning United Kingdom actress Helen Mirren in $2015.$ L$$Or$$al$$s decision to have Helen Mir$-$ren as a spokesperson for the Age Perfect brand has been welcomed in the beauty world for its celebration of older women. The ads for the Age Perfect range portray Helen Mirren as very candid and unretouched; she promotes the idea of aging with a confident attitude, saying $$Grow another year bolder.$$ In one of the ads for Age Perfect, Helen makes a bold statement by wearing a black leather jacket, a sleek fitting skirt, and bright red lipstick. She gives a twist to the brand$$s famous tagline by asking, $$So are we worth it$?$ and answers with a mischievous grin, $$More than ever.$$

By endorsing its Age Perfect line through bold celebrity ambassadors, L$$Or$$al reinforces its brand personality, promoting itself as a brand that is still relevant to women$$s self$-$concept and self$-$importance in the twenty$-$first century. With the Age Perfect range, L$$Or$$al overtly endorses the idea that beauty and the use of cosmetics are not limited to younger women, and it encourages older women to indulge themselves and take pride in growing older. It reinforces this message in several slogans: $$The older we get, the more fabulous we become,$$Now is our time. Now is our Perfect Age,$$It$$s taken over $60$ years to look this good. We are so worth it$!$ Through many online tips and tutorials, L$$Or$$al also shows how many Age Perfect products can be used. These tips include advice for haircuts, hair color, hair volume, foundation, lip color, eyeshades and mascara, eyebrows, makeup remover, cleansers, and moisturizers. The focus is on helping women understand how products from the Age Perfect line can be used according to their age and image.

L$$Or$$al$$s Age Perfect range has not only been well received for its inclusivity, but it has also allowed the company to effectively categorize the female cosmetics market. In practice, the approach combines experimentation and redefining one$$s looks with the help of age$-$appropriate products that will address the specific beauty needs of older women$$all the while encouraging women to develop a bold attitude as an expression of their beauty.

DISCUSSION QUESTIONS

CS $61$ Discuss the success of L$$Or$$al$$s slogan $$Because I am worth it$$ over time, and how it has managed to connect with women. What is role of cosmetics in the way women of different ages look at themselves and define their self$-$concept and self$-$esteem?

CS $62$ Comment on the role of female celebrities in deliv$-$ering L$$Or$$al$$s brand message. How do you think the message of self$-$worth would be received by women if L$$Or$$al did not use celebrities in its marketing?

CS $63$ Discuss the appeal of the Age Perfect advertising campaign to older women. Actress Helen Mirren insisted that her facial features, including wrin$-$kles and age spots, were not to be air brushed or retouched. Do you think this strategy will work better than glossy and airbrushed campaigns