L’Oreal Paris has announced the launch of its Age Perfect Golden Age Rosy Oil Serum, the newest addition to its Age Perfect Golden Age range for mature skin.

To support the launch, the world’s largest cosmetics brand has revealed its first every mature creator campaign, created in partnership with global creative agency Billio Dollar Boy. 

Age Perfect Golden Age Rosy Oil Serum will be exclusively promoted on Instagram by creators aged 45 or over.

The launch marks the completion of the L’Oreal Paris Age Perfect Golden Age range, which has proven to be one of the brand’s most popular franchises in the Nordic states.

The new Rosy Oil serum promotes nourishment, radiance and firmness, which helps to revitalise mature skin. The serum instantly hydrates and contains peony cells to boost a rosy glow.

The campaign will be promoted by ten influencers, including Anita, aged 84. The campaign will feature reel content on Instagram, including close-up shots of each creator and voice overs affirming their self love to themselves and their skin.  

The Age Perfect Golden Age Rosy Oil Serum is available at major retailers now, RRP £20.