L’Oreal Paris is launching a new skincare line for women over 50.
The French cosmetic brand has created the Age Perfect Renaissance Cellulaire range, which targets people whose epidermal cell renewal rate is slowing down dramatically.
Actress Julianne Moore will front the campaign, which will launch later this month.
L’Oreal Paris claims that with Age Perfect Renaissance Cellulaire use, four million new cells reach the skin’s surface faster each day.
Amandine Rassat, vice president of global marketing for skin care at L’Oreal Paris, added: "Skin is reborn, replumped and resplendent."
As well as a new skincare range, the brand is also launching an "automatic" hair-color mousse collection.
Rosa Carrico, vice president of global marketing for hair colour at L’Oréal Paris, told WWD: "It will redefine the way we speak, see and perceive hair color.
"Times have changed. Today, we are in a new era where we deal with so many things. We juggle so many tasks, we process so much information that we search desperately for those products that just turn our lives a little bit simpler. Absolute simplicity is the new ultimate luxury.
"Over the past 10 years, it has been our obsession to turn hair color into a simple and pleasant experience. Today, hair color becomes as easy as one push."
According to Rosa, with Mousse Absolue, hair color is created automatically, just as the formula exits the actuator, in a perfect dosage so it’s as easy to apply as a shampoo.