French beauty maker Lancôme is encouraging each of its consumers to ?love [her] age? through a sponsored post on Facebook.

The #LoveYourAge post by Lancôme acts a self-esteem public service announcement with a video featuring the brand?s ambassadresses Penelope Cruz, Kate Winslet, Lily Collins and Lupita Nyong?o all sharing statements. Beauty brands often cast fresh, young faces for campaigns which may alienate older, established consumers, so having ambassadresses of various ages works to accurately display Lancôme?s diverse demographic of women.

Love at any age
Lancôme?s promotion, shared as a sponsored post and on the brand?s account, does not outwardly push a specific product outwardly. Instead the 12-second video shows the four ambassadresses, together for the first time, in simple makeup with relaxed posture. Ms. Nyong?o begins by saying she is 32, and she is followed Ms. Collins who shares her age of 25.

Ms. Cruz follows, saying that she is 40 and Ms. Winslet says that she is 39 before the clip cuts back to Ms. Cruz who says with a smile, ?Forty years?young.? The clip ends with Lancôme?s hashtag #LoveYourAge.

The caption of Lancôme?s #LoveYourAge effort reads, ?Our ambassadresses personify beauty at different ages. Do you love your age?? This is followed by the phrase ?Stand proud? paired with a link to Lancôme?s Advanced Genifique ecommerce page.

A section of the ecommerce page brings the consumer to the #LoveYourAge homepage where Lancôme explains that ?Beauty is not about hiding your age. It?s about loving it and making the most of it.? Here, the consumer can learn more about the featured product range, Advanced Genifique.

In a user-generated content component, Lancôme encourages its enthusiasts to share a snapshot of themselves along with how old they are to ?stand proud? together. These images then get aggregated to a UGC gallery housed on the brand?s Web site.

Lancôme has used similar initiatives that rely on UGC content to share that beauty is more than skin deep.

For instance, Lancôme promoted its Visionnaire Cx skin care with a social contest that took a detailed look at skin.

Lancôme?s #RealCloseUp contest, open to United States consumers, asked participants to share a photo or video of their face at moments where they wanted their skin to look flawless. Going beyond the face value of beauty and beginning a conversation with consumers over life events will make more of connection between the brand and its fans (see story).