Clean beauty brand Ilia Beauty launched a progressive and inclusive marketing campaign called 'In Between Us' that features a range of boomer-aged social media influencers.
Pushing back against the typical youth-obsessed beauty ads common to the industry, Ilia's campaign refreshingly reminds us that all age groups can be beautiful. In doing so, the company also highlights the potential of an overlooked yet bourgeoning advertising tactic: boomer-based influencer marketing.
According to the company the campaign "celebrates the beauty of the human bond, centering on real-life relationships," which is why it features a variety of female-identifying duos including mother-daughter combos, sisters, close friends, and creative collaborators.
Crucial to the campaign was collaborating with older Instagram influencers such as Lynn of @whitehairwisdom, who, in a sponsored video applies a variety of Ilia products. No doubt, the success of Ilia's campaign proves that influencer marketing is not just a method for reaching younger audiences, but an underused tool for connecting with the now tech-savvy boomer generation.
Age-Friendly Beauty Campaigns
Ilia's 'In Between Us' Campaign Features Popular Boomer Influencers
Trend Themes
1. Inclusive Beauty Advertising - Brands that showcase diverse ages and relationships in their beauty campaigns can disrupt the outdated industry norms of youth-obsessed advertising, and appeal to a wider range of consumers.
2. Boomer-based Influencer Marketing - Using older influencers on social media platforms can be a powerful way to reach an often-overlooked demographic, and highlight the purchasing power of the tech-savvy boomer generation.
3. Real-life Relationship Marketing - Advertising that spotlights authentic connections between people can create an emotional connection with consumers, and provide an opportunity for brands to showcase their values and beliefs.
Industry Implications
1. Beauty Industry - Companies can disrupt the traditional beauty advertising approach by diversifying their campaigns to showcase different ages and relationships, and appeal to wider audiences beyond just the youth market.
2. Influencer Marketing Industry - Influencer marketing agencies can tap into the largely untapped market of older social media users as influencers, and pitch them to brands looking to widen their reach and audience segments.
3. Personal Care Industry - Brands in the personal care industry can use real-life relationship marketing to create an emotional connection with consumers, showcase their values and beliefs, and differentiate themselves from competitors.