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Getting Older in Four Words, by Emma Baird

3/6/2016

 
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​“Sixty is the new… 50.” Or was it 40 at the moment?

At L’Arreal Cosmetics HQ, the marketing team battled with slogans for the new face cream. At £100 a jar, they had a lot of work to do to women it was worth buying.
​

Luckily, they’d booked an actor who was ageing well. She would need only the tiniest touch of photo-shopping.

“Age –  just a number.”

“Older, bolder, better, beautiful.”

“Confidence in a jar.”

Brought in to bring consumer focus to the discussion, Jean stuck up her hand.

“I’ve got two. “F*** you face cream? Looking young doesn't matter.”

 




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