Flipping the narrative on invisible audiences for L’Oréal
The Challenge
Boomer women (aged 60 – 80) are one of beauty’s most powerful – and most misrepresented – consumer cohorts.
They are deeply invested in self-care, beauty and wellness, representing a €50bn beauty market worldwide.
Yet brands are still trying to reach them through outdated stereotypes: defaulting to narratives of grey hair or exaggerated flamboyance that fail to reflect the range of experiences, values, and ambitions of this generation.
L’Oréal wanted to move beyond tokenistic representation and build a more authentic, aspirational connection with Boomer women.
Our Approach
Our mission was to help L’Oréal to learn from and celebrate the voices of those who are already reshaping their story on their own terms: the women over 60 who are using social media as a tool to flip the narrative.
We used Visible to dig deep into the untold stories of Boomer women. Visible gathered, clustered and analysed more than 50,000 images, uncovering a dynamic ecosystem of content created by and for Boomer women, alongside evolving brand communications in beauty, fashion, and lifestyle.
We uncovered 9 positive portraits representing Boomer women today – strategic springboards designed to guide positioning, communication and innovation. The work showcased three fundamental truths: ageing is expansion, not limitation; autonomy is non-negotiable; and beauty is as much mental and emotional as physical.
The Results
Working closely with L’Oréal teams, we translated the 9 territories into clear communication and product guidelines across haircare, skincare and cosmetics – from scent cues and ritual framing, to makeup aesthetics that “enhance” rather than “correct”.
Insights influenced action. L’Oréal’s new “Beauty Squad”, featuring cultural icons such as Viola Davis, Michelle Yeoh and Helen Mirren, reflects a more confident, expansive and authentic portrayal of Boomer women.
The impact is already visible across markets, helping L’Oréal brands build stronger, more authentic engagement with this powerful growth audience.
Visible didn’t just surface insight. It provided the cultural direction to turn representation into a tangible engine for growth.
