Instead of the young and flawless-looking influencers we're used to seeing on Instagram, IL'Oréal Paris has entrusted the campaign for its Age Perfect Rosy Oil-Serum product to 10 influencers aged 44 to 85. The campaign, which was carried out in collaboration with the influencer agency Billion Dollar Boy, was aimed at women in Sweden, Denmark, Norway, and Finland. The campaign, which consisted of Instagram Reels, pictures, and Story sets, included each influencer's close-ups and letters from the influencers confirming themselves and their skin.

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The stunning and flawless world of Instagram advertisements implemented by influencers continues to flourish and find a place in different fields. According to Statista, with influencer spending hitting $32.5 billion and most of that budget still going to Instagram, marketers regard leveraging influencers to help grow sales virtually a requirement.

One of these brands is L'Oréal Paris. The firm, which profited from influencers for its new product focused solely on women, went above and beyond industry norms in doing so. The brand highlighted being a woman and aging by using influencers with wrinkles that we aren't used to seeing in beauty category advertisements.

However, there is also the business of marketing strategy. Although Millennials and Gen Z make up two-thirds of Instagram's 1.2 billion users, where the campaign was launched, there is another emerging demographic group that other brands neglect. According to Hootsuite, Generation X is the fastest growing demographic of all Instagram users, accounting for approximately 13% of the app's audience aged 45 and up.

In other words, L'Oréal Paris used this campaign to get the attention of its target audience and set itself apart from competitors. It was able to reach its target audience by accurately analyzing the data it had.