Age-Friendly Beauty Campaigns

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.Image Credit: Ilia Beauty


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