You’d think a skincare brand would hit consumers over the head with the idea of obtaining eternal youth through use of its cream. But Lancome is surprising us all with a new campaign that challenges Canadian women to love their age (and not care about such silly things). It’s got a new cream in the market, called Lancome’s Advanced Genefique, and to get people interested in adding it to their shopping basket, the brand is making a fuss about real, unadulterated beauty that’s present at any age (no matter how old) in a new campaign created with the help of Montreal’s TP1. It’s started the “#loveyourage” movement, asking women to scream from the rooftops (or rather, post on social media) their age using #loveyourage and have the brand donate $3 to Look Good Feel Better, an organization that helps women with cancer feel better about themselves.

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Credits

Brand: Lancôme Canada (Alexandre Allard, Dorothée Richter, Daniel Becker)
Agency: TP1
Account Manager: Marie-Claude Landry
Project Manager: Salim Soweif
Strategist: John Pankert
Artistic Director and UX Designer: Marc-Antoine Roy
Web programming: Thiago Diezel and Arturo Cortijo Purizaca
Media production: Graphiques M&H