L’Oreal have launched a recent TV ad campaign targeting Baby Boomers for their Men Expert Range. (see the advert here) It is a pretty good one…for Baby Boomers that is. L’Oreal have long identified the pulling power of celebrity endorsement and use Pierce Brosnan as the face of this campaign. Pierce tells us how he likes to “fight for the causes he believes in” and “find time for himself” - all good noble Boomer causes. Pierce is a great role model for Baby Boomers and he exudes the youth and vitality which are major core value for this cohort.

Contrast this with another “viewer created” advert which I found on YouTube for L’Oreal’s same product range. This spoof advert would appeal to Gen X (see the advert here) and uses humour and paradox to connect with Gen Xers.

For now L’Oreal have it right, using celbrity endorsements is the correct way to go with Baby Boomers, as their core target market, are entering their post middle age years and their obsession with staying young and looking good makes them the perfect target market for L’Oreal. However, as Gen Xers enter the mainstream I hope they pick up on the changing values and attitudes of this younger generation and ditch the celebrity endorsement angle, it just doesn’t work for Gen X.

L’Oreal give the guy who created the spoof advert a job in your marketing department he is obviously worth it!