Beauty is not the exclusive privilege of young girls.
For women who are 40 years old and older the journey has been rich and they have achieved a great deal. They manage to balance their time between their partners, their children, their jobs, their travel, etc. Life is not always easy, but they love theirs; they are proud to do what they do and they would not want to go back!
But as they get older, something changes: they understand they have the energy and freedom to make their own choices. Not only does it give them wings, it adds a confident glow to their beauty.
Although there are numerous skin-care solutions that tackle age on the market, these women believe most are not relevant for them. Why? Because skin care brands have been communicating in the same way for years. The ads often show close-ups of models or famous actresses. All of them look very similar and do not seem to resonate with women’s lives.
How could you help change this?
What can you say and how can you appeal to these women when you’re a famous and prestigious French cosmetics brand: Lancôme?
Find an impactful yet emotional way to make active women from the age of 40 desire skin care by Lancôme. Create a print-ad and imagine how your idea can be rolled-out in real life and on-line.
- #1 Prize €3,000
- #2 Prize €1,500
- #3 Prize €500