Lancôme is the latest beauty brand making a play for Gen X and elder millennial spend with its new campaign for Idôle Flutter Extension Lengthening Mascara.
The L’Oréal-owned brand has signed 68-year-old Sex and The City actress Kim Cattrall to front the advert, which praises the mascara’s lengthening and long-lasting properties.
Tapping into the saucy persona of Samantha Jones, the character Cattrall played on the hit HBO drama series from 1998 to 2004, the Canadian actress talks about why size matters in the campaign.
“This tiny brush, it hits all the right spots,” Cattrall said in the Lancôme advert as she winked to the camera.
“I never go anywhere without Lancôme’s Flutter Extension Lengthening Mascara.
“It gives me exactly what I need – unbelievable length, and most importantly, it lasts all night long.
“What can I say? I know this is an ad, but believe me, everyone deserves a little extra length.”
The video has amassed more than 95,500 likes on Instagram and more than 2,500 comments.
Lancôme’s Idôle Flutter Extension Lengthening Mascara has more than 480 nano-bristles that work to lengthen and separate lashes.
Other beauty brands have been making waves to lure Gen X and the elder millennial demographic spend via a spate of new ambassador appointments.
L’Oréal Paris named The X-Files star Gillian Anderson as the face of the brand’s Age Perfect range, developed for women over 50.
The 56-year-old is also known for her more current roles in popular television shows Sex Education and The Crown.
Estée Lauder, meanwhile, announced the return of 59-year-old model and anti-ageism activist Paulina Porizkova to its global ambassador roster.
Porizkova served as a spokesmodel for the luxury beauty brand from 1988 to 1995, appearing in some of its “most celebrated” campaigns.
Lead image credit: UKinUSA, CC BY-SA 2.0 , via Wikimedia Commons
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